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International Journal of Technology Marketing(1)
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Brand attachment toward functional, symbolic and hedonic brands
ArticleAbstract: Purpose: Fashionable brands need to develop brand attachment so that their consumers become fans andPalabras claves:ATTACHMENT, Brand, Cross-industry, positioningAutores:Cecilia Ugalde, Kuster-Boluda I., Vila-Lopez N.Fuentes:googlescopusMobile advertising acceptance and use of mobile payment
ArticleAbstract: An assessment was made on the factors that influence mobile trust, perceived usefulness and attitudePalabras claves:Acceptance of mobile advertising, Mobile advertising, MOBILE DEVICES, Mobile marketing strategy, Mobile payment, Mobile trust, User attitudeAutores:Cecilia Ugalde, Soledad PonceFuentes:scopus