Due to that traditional media are saturated, firms try to find new commutation alternatives. The product placement in videogames is one of them. For this, the present paper focuses in three objectives. First, to develop an emotions scale adapted to the present research. Second, to analyse the...

Traditionally, literature estimates the equity of a brand or its extension but it pays little attention to collective brand equity even though collective branding is increasingly used to differentiate the homogenous products of different firms or organizations. We propose an approach that...

This paper aims to analyse the underlying factors of varied behaviour shown in the store set of purchase of households during a time period (temporal variation). In order to examine whether there are differences between households with and without shopping varied behaviour, a Bayesian Separate...

Research has shown that more than half of attempted recovery efforts only reinforce dissatisfaction, producing a ‘double deviation’ effect. Surprisingly, these double deviation effects have received little attention in service marketing literature. Yet no study has specifically investigated...

Research has shown that more than half of attempted recovery efforts fail, producing a "double deviation" effect. Surprisingly, these double deviation effects have received little attention in marketing literature. This paper examines what happens after these critical encounters, which behavior...