KOREASCHOLAR

STRENGTHEN BRAND RELATIONSHIPS THROUGH OFFLINE, ONLINE AND VIRTUAL INTERACTIONS: AN EXPLORATORY STUDY IN THE MEXICAN CONTEXT

Martha Rivera-Pesquera, Silvia Cacho-Elizondo, Rafael Durá n-Dergal
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401181
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.835-840
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
brand-buildingbrand equitycommunicationdigitalengagementnew technologiesuser journey.
Table Content
ABSTRACT
INTRODUCTION
THEORETICAL DEVELOPMENT
METHODOLOGY
CONCLUSION
REFERENCES
Author
  • Martha Rivera-Pesquera(IPADE Business School)
  • Silvia Cacho-Elizondo(IPADE Business School)
  • Rafael Durá n-Dergal(IPADE Business School)