Narrow search
Showing 1 - 10 of 176
Cover Image
Tendencias de investigación en branding enfocadas al adulto mayor: Análisis bibliométrico y revisión sistemática de la literatura
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, considering the importance of knowledge of this consumer segment, based on the sociodemographic changes corresponding to the population structure in the world. For this purpose, a...
Persistent link: https://www.econbiz.de/10014494437
Cover Image
Un análisis bibliométrico del brand equity 1991-2018
Neme-Chaves, Samir Ricardo; Rodríguez-González, … - In: Revista de Métodos Cuantitativos para la Economía y … 28 (2019), pp. 364-380
This document provides a bibliometric analysis of the current state of the brand equity research by mapping the research landscape to identify more productive authors and countries over time, analysis of publications, cooperation between authors, co-appointments, co-occurrences of keywords;...
Persistent link: https://www.econbiz.de/10014494526
Cover Image
Proceso de evaluación de las extensiones de marcas: Un análisis aplicado a marcas deportivas
Buil Carrasco, I.; Pina Pérez, J. M. - In: Investigaciones Europeas de Dirección y Economía de … 14 (2008) 1, pp. 139-158
Brand extension strategies represent one of the most frequently used brand strategies for launching new products. The way consumers accept brand extensions is an important determinant of brand extensions success. Therefore, this study proposes an integrating model that analyses how variables...
Persistent link: https://www.econbiz.de/10010280468
Cover Image
Un análisis bibliométrico del brand equity 1991-2018
Neme-Chaves, Samir Ricardo; Rodríguez-González, … - In: Revista de métodos cuantitativos para la economía y … 28 (2019), pp. 364-380
This document provides a bibliometric analysis of the current state of the brand equity research by mapping the research landscape to identify more productive authors and countries over time, analysis of publications, cooperation between authors, co-appointments, co-occurrences of keywords;...
Persistent link: https://www.econbiz.de/10012258827
Cover Image
Tendencias de investigación en branding enfocadas al adulto mayor : análisis bibliométrico y revisión sistemática de la literatura
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, considering the importance of knowledge of this consumer segment, based on the sociodemographic changes corresponding to the population structure in the world. For this purpose, a...
Persistent link: https://www.econbiz.de/10013488575
Cover Image
La adopción del e-Gobierno en entornos voluntarios
Medina Molina, Cayetano; Rufin Moreno, Ramón; Rey … - In: Investigaciones Europeas de Dirección y Economía de … 19 (2013) 1, pp. 42-52
conditions have an influence on actual use of the platform. Furthermore, we found that convenience, assistance, trust and …
Persistent link: https://www.econbiz.de/10011984972
Cover Image
Comunicación comercial y boca-oído electrónico en sitios web corporativos: Un análisis desde la perspectiva del marketing de relaciones
Belanche Gracia, Daniel; Casaló Ariño, Luis V.; … - In: Investigaciones Europeas de Dirección y Economía de … 19 (2013) 1, pp. 31-41
electronic word-of-mouth positively affect the levels of affective commitment, whereas trust can only be affected by the degree … of marketing communication. Finally, trust influences on commitment, and this in turn would directly affects the level of …
Persistent link: https://www.econbiz.de/10011984974
Cover Image
El papel de la reputación, el boca-oreja, la confianza y la incertidumbre en la contratación de un banco
de Obesso Grijalvoa, Ana María; Gutiérreza, Sonia San … - In: Investigaciones Europeas de Dirección y Economía de … 18 (2012) 3, pp. 190-199
-of-mouth communication from relatives and friends, to generate or increase trust, and through this variable, to develop an intention o … positive information received of acquaintances and relatives to trust, but with differences according to the level of perceived …
Persistent link: https://www.econbiz.de/10011954041
Cover Image
El peso del sector público en la economía: resumen de la literatura y aplicación al caso español
Sanz, Carlos
, based on citizens’ preferences, that include the notion of the perception of justice and trust in public institutions. Third … government. Particular emphasis is placed on the recent studies for Spain that stress citizens’ preferences, the role of trust in …
Persistent link: https://www.econbiz.de/10013267760
Cover Image
The relationship between trust, commitment and its effects on brand loyalty
Vargas Rocha, Frederico Rafael; de Esteban Curiel, Javier; … - In: Revista de Métodos Cuantitativos para la Economía y … 29 (2020), pp. 131-151
This article considers the customer's trust and commitment variables in attaining the much desired brand loyalty. In … this sense, the present study proposed to validate a theoric model composed of three pillars - trust, commitment and brand … the empirical results obtained, the relationship between the trust/service expectation X commitment, trust …
Persistent link: https://www.econbiz.de/10014494409