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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 del Pilar; Olavarría, Ana (Springer, 2021)
Acceso abierto
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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CSR and branding in emerging economies: The effect of incomes and education 

Cambra Fierro, Jesús Juan; Flores Hernández, Javier Alfredo; Pérez, L.; Valera Blanes, G. (Wiley-Blackwell, 2020)
Acceso restringido
Sustainable development is a fundamental objective for guaranteeing the future of the planet. Taking into account the impact of emerging economies on the global economy and the scarcity of papers that have considered the ...
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How does customer perception of salespeople influence the relationship? A study in an emerging economy 

Arditto Díaz, Luis Eduardo; Cambra Fierro, Jesús; Fuentes Blasco, María; Olavarría Jaraba, Ana; Vázquez Carrasco, Rosario (Elsevier, 2020)
Acceso restringido
Sales and sales force management is a complex activity that largely determines a company's commercial success. Customer perception of the salespeople in terms of expertise, trust, interaction, and risk can drive the ...

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AuthorArditto Díaz, Luis Eduardo (1)Flores Hernández, Javier Alfredo (1)Huerta Álvarez, Rocío del Pilar (1)Research area / lineDesarrollo empresarial / Marketing y comportamiento del consumidor (3)Category / SubcategoryCiencias empresariales / Marketing (2)Ciencias empresariales y económicas / Administración (1)Ciencias empresariales y económicas / Economía (1)Document typeArtículo en Scopus (3)SubjectComportamiento del consumidor (3)
Consumer behavior (3)
Branding (1)Consumer satisfaction (1)Emerging markets (1)Date2021 (1)2020 (2)

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Todos los derechos reservados. Diseñado por Chimera Software