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Corporate Governance (Bingley)(1)
International Journal of Environmental Research and Public Health(1)
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Digitalization in B2B marketing: omnichannel management from a PLS-SEM approach
ArticleAbstract: Purpose: The purpose of this paper is to establish a reference model that will allow us to understanPalabras claves:Business-to-business, Customer experience, Customer loyalty, Digitalization, Industrial buyer, Industrial purchasing, Loyalty, Omnichannel managementAutores:Alonso-Garcia J., Cuesta-Valiño P., Estela Núñez-Barriopedro, Pablo-Martí F.Fuentes:scopusPerception of advertisements for healthy food on social media: Effect of attitude on consumers’ response
ArticleAbstract: The growing concern for health is currently a global trend, so promoting healthy products is an oppoPalabras claves:attitude, Consumer response, healthy food, Hedonic value, intention, Social media advertising, SOCIAL NETWORKS, Utilitarian valueAutores:Cuesta-Valiño P., Estela Núñez-Barriopedro, Rodríguez P.G.Fuentes:scopusThe role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion
ArticleAbstract: Purpose: The study of the antecedents to loyalty is of great interest to both academics and professiPalabras claves:Brand image, Brand loyalty, Consumer happiness, FASHION, SATISFACTION, SEM modelAutores:Cuesta-Valiño P., Estela Núñez-Barriopedro, Rodríguez P.G.Fuentes:scopus