López Rodríguez, Campo Elías; Sandoval Escobar, … - In: Revista de Métodos Cuantitativos para la Economía y … 34 (2022), pp. 305-327
The purpose of this article is to identify research trends in branding and brand building focused on the elderly … relevant topics those associated with brand equity, brand image, market orientation, relationship marketing strategies, market … segmentation, and senior consumer behavior. Regarding brand image, the most characteristic aspects of the studies are related to …
