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

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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

언어ENG
URLhttps://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)

키워드

brand-building brand equity communication digital engagement new technologies user journey.

목차

ABSTRACT
INTRODUCTION
THEORETICAL DEVELOPMENT
METHODOLOGY
CONCLUSION
REFERENCES

저자

Martha Rivera-Pesquera(IPADE Business School)
Silvia Cacho-Elizondo(IPADE Business School)
Rafael Durá n-Dergal(IPADE Business School)

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