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Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy 

Cambra Fierro, Jesús Juan; Fuentes Blasco, María; Huerta Álvarez, Rocío; Olavarría, Ana (Springer, 2021)
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The aim of this research is to analyze links between customer-based brand equity and customer engagement in the field of experiential services (e.g., private health clinics)—taking an emerging economy context as our ...
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The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy 

Huerta Álvarez, Rocío; Cambra Fierro, Jesús; Fuentes Blasco, María (Elsevier, 2020)
Acceso restringido
The consolidation of Web 2.0 has modified the way people communicate and interact with tourists. User-generated social media communication continues to increase: to the detriment of traditional media channels, where the ...

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Huerta Álvarez, Rocío (2)
Category / SubcategoryCiencias empresariales / Marketing (1)Pendiente / Pendiente (1)Document typeArtículo en Scopus (2)SubjectComportamiento del consumidor (1)Consumer behavior (1)Consumer satisfaction (1)Desarrollo económico (1)Economic development (1)Date2021 (1)2020 (1)

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