Zobrazeno 1 - 10
of 41
pro vyhledávání: '"Jesús García-Madariaga"'
Publikováno v:
SAGE Open, Vol 14 (2024)
This study investigates the Louvre Abu Dhabi as a brand extension of the Louvre in France, focusing on factors influencing brand extension attitude and its impact on visit intention. Data from 934 questionnaires are analyzed using partial least squar
Externí odkaz:
https://doaj.org/article/1b23fbc1ff3548ca95b4415c2aac799e
Publikováno v:
Humanities & Social Sciences Communications, Vol 10, Iss 1, Pp 1-13 (2023)
Abstract This paper presents a novel solution to evaluate the real impact of information and information technology (IT) in companies as fundamental tools to assess how valuable the company’s customers are. The focus is on the concept of informatio
Externí odkaz:
https://doaj.org/article/fc908d2947c84444baf0c9e45663f9f2
Autor:
Sandra Tobon, Jesús García-Madariaga
Publikováno v:
Estudios Gerenciales, Vol 37, Iss 161, Pp 601-609 (2021)
Opinion leader recommendations (OL’ eWOM) and Online Consumer Reviews (OCR) are the two most important ways to know about new brands on the Internet. This research analyzed which source provides more credible information: OL' eWOM or OCR. A sample
Externí odkaz:
https://doaj.org/article/a68466dd555d4c8eac0a5fe904c34831
Autor:
Sandra Tobon, Jesús García-Madariaga
Publikováno v:
Journal of Theoretical and Applied Electronic Commerce Research, Vol 16, Iss 4, Pp 748-767 (2021)
Opinion leaders and eWOM are becoming two of the most effective ways to launch a brand on social media by creating viral marketing. However, how much influence does an opinion leader’s eWOM (OL eWOM) have on consumer purchasing decisions? This rese
Externí odkaz:
https://doaj.org/article/3d069a56c9d14a2da6fec2363daa9191
Publikováno v:
Revista de Marketing y Publicidad, Iss 5 (2022)
It is essential for a company to be engagement-oriented and analyze how marketing variables affect customer value and how it improves efficiency in both customer attraction and retention. But a comprehensive, integrated assessment of all marketing va
Externí odkaz:
https://doaj.org/article/210f4de95802433ea746182e41a15104
Autor:
Ramón Alberto Carrasco, María Francisca Blasco, Jesús García-Madariaga, Enrique Herrera-Viedma
Publikováno v:
International Journal of Interactive Multimedia and Artificial Intelligence, Vol 5, Iss 4, Pp 21-27 (2019)
In the literature there are some proposals for integrated schemes for campaign management based on segmentation from the results of the RFM model. RFM is a technique used to analyze customer behavior by means of three variables: Recency, Frequency an
Externí odkaz:
https://doaj.org/article/682242c11dee4a58bd866b0609693e1f
Publikováno v:
Frontiers in Psychology, Vol 11 (2020)
The main challenge of advertising is to catch consumers’ attention and evoke in them positive attitudes to consequently achieve product preference and higher purchase intentions. In modern advertising, visual metaphors are widely used due to their
Externí odkaz:
https://doaj.org/article/958e7b29f5ad405bb11ebea65e808836
Publikováno v:
Foods, Vol 9, Iss 12, p 1856 (2020)
Packaging is a powerful tool for brands, which can not only catch consumers’ attention but also influence their purchase decisions. The application of neuromarketing techniques to the study of food packaging has recently gained considerable popular
Externí odkaz:
https://doaj.org/article/40153d05a3b44690b6f852bbb5985dc9
Autor:
Ramón Alberto Carrasco, María Francisca Blasco, Jesús García-Madariaga, Ana Pedreño-Santos, Enrique Herrera-Viedma
Publikováno v:
Technological and Economic Development of Economy, Vol 24, Iss 4 (2018)
The relationship between customer churn and their complaints is sufficiently contrasted in the telecom sector. Therefore, a key part of a company’s strategy is the measurement of this dissatisfaction. It is important to conduct periodic surveys on
Externí odkaz:
https://doaj.org/article/85708bf8dbce4b429c258b204735f41d
Autor:
López, María Francisca Blasco, Virto, Nuria Recuero, Manzano, Joaquín Aldas, Miranda, Jesús García-Madariaga
Publikováno v:
In Journal of Hospitality and Tourism Management June 2018 35:36-45