Vol. 35 No. 152 Jul-Sep 2019 Special Issue in Marketing

Edición Especial en Marketing

Published: 2019-09-30

Full Issue

Estudios Gerenciales N° 152 (Spanish)

Literature reviews articles

A proposal to analyze tourism from a macromarketing perspective

Fabiana Gama de Medeiros, Francisco José da Costa

237-248

Research articles

Do image and familiarity have a significant effect on purchase intention?

Gina-María Pipoli de Azambuja, Iñaki García-Arrizabalaga, Gustavo Rodríguez-Peña

249-258
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Millenials: the gratifications generated using snapchat and its impact on the interaction with brand content

Maria De los M Santos-Corrada, José A Flecha, Evelyn Lopez, Virgin Dones

259-270
Brand love: a continuous relationship perspective

Guisell Larregui-Candelaria, Juan C Sosa-Varela, Maribel Ortíz-Soto

271-282
Peer influence as antecedent of attitude and innovation capacity in ecological behavior

Enrique Bianchi, Juan Manuel Bruno, Carolina Sánchez

283-291
Self-congruence effect on a denomination of origin seal: el sello hecho en Puerto Rico

José A Flecha, María De los M. Santos-Corrada, Sandra Mena-Candelaria

292-300
Mental models theory and brand experience construct: a case study in a Chilean business school

Arturo Cárdenas-Figueroa.

301-312
Brand awareness in social networks: impact on the word of mouth

Cristian-Alejandro Rubalcava de León, Yesenia Sánchez-Tovar, Mónica-Lorena Sánchez-Limón

313-320
Pokémon Go and its success factors: design of a theoretical model

Adán Jacinto Flores-Flores, Maritza Álvarez-Herrera

321-330
Exploring brand management in small, Mexican service enterprises

Gonzalo Maldonado-Guzmán

331-342