In literature on the subject, it has been argued that consumer involvement profile differs by type of product. In such instance, this paper proposes reconsideration of a classic typology in which consumer products are classified under convenience, comparison and specialty products. This study...

In literature on the subject, it has been argued that consumer involvement profile differs by type of product. In such instance, this paper proposes reconsideration of a classic typology in which consumer products are classified under convenience, comparison and specialty products. This study...

The present study poses the hypothesis that the perception of direct competition by a strategic business unit leader (SBU) depends on three variables: similarity of product offered, similarity of targeted market and similarity of strategic capabilities in the competing companies. It is proposed...

El objetivo de este estudio consiste en determinar los atributos relevantes de la calidad en el servicio de la telefonía móvil para clientes en México; asimismo, conocer su impacto tanto en la satisfacción como en la lealtad hacia la marca. En las hipótesis presentadas se plantea una...