Comportamientos cognitivos y afectivos del consumidor en relación con la marca
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Keywords
Apego a la marca, comunidad de marca, comportamiento posconsumo, consumidor, intención de recompra
Resumen
Objetivo: analizar el efecto de los componentes cognitivos y afectivos en el apego a la marca/comunidad, así como también el comportamiento posconsumo a través de las variables: Boca en Boca Positivo (Word Of Mouth-WOM+), Resistencia a la Información Negativa (RIN) e Intención de Recompra (IR) para determinar qué constructo presenta mayor influencia. Método: estudio cuantitativo que expone un modelo causal de relaciones consumidor-marca-comunidad de marca. Las variables analizadas superaron las pruebas de validez y fiabilidad, cuya comprobación se realizó a través de la modelización de ecuaciones estructurales mediante el uso del software SmartPLS. Resultados: se comprobó que el Apego a la Marca (AM) tiene como antecedentes directos la implicación y la identificación de marca. Además, tanto el Apego a la Marca (AM) como el apego a la comunidad de marca conllevan a la promoción de la marca, a la resistencia a la información negativa y al interés de repetir compras en el futuro. Conclusiones: los consumidores desarrollan una relación a largo plazo con su marca, para ello, se apoyan en primer lugar en el componente cognitivo y luego en el afectivo. Además, existen categorías en las cuales el comportamiento reflexivo, analítico y consciente del consumidor es el que motiva y conduce a tomar las decisiones de compra y uso de la marca.
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Antwi, S. (2021). “I just like this e-Retailer”: Understanding online consumers repurchase intention from relationship quality perspective. Journal of Retailing and Consumer Services, 61, 102568. https://doi.org/10.1016/j.jretconser.2021.102568
Aurier, P. & Lanauze, G. (2012). Impacts of perceived brand relationship orientation on attitudinal loyalty: an application to strong brands in the packaged goods sector. European Journal of Marketing, 46(11/12), 1602-1627. https://doi.org/10.1108/03090561211260004
Bagozzi, R. & Dholakia, U. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61. https://doi.org/10.1016/j.ijresmar.2006.01.005
Balaji, M.S., Roy, S.K. & Sadeque, S. (2016). Antecedents and consequences of university brand identification. Journal of Business Research, 69(8), 3023-3032. http://dx.doi.org/10.1016/j.jbusres.2016.01.017
Banerjee, S. & Shaikh, A. (2022). Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment. Journal of Product & Brand Management, 31(7), 1005-1017. https://doi.org/10.1108/JPBM-10-2020-3149
Berrozpe, M. A. (2015). La identificación con la marca: conceptualización, caracterización y consecuencias. Opción, 31(2), 144-161. https://produccioncientificaluz.org/index.php/opcion/article/view/20384/20297
Bhattacharya, C. B. & Sen, S. (2003). Consumer–company identification: a framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88. https://psycnet.apa.org/doi/10.1509/jmkg.67.2.76.18609
Bian, X. & Haque, S. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27(4), 438-451. https://doi.org/10.1057/s41262-020-00189-4
Bidmon, S. (2017). How does attachment style influence the brand attachment – brand trust and brand loyalty chain in adolescents? International Journal of Advertising, 36(1), 164-189. https://doi.org/10.1080/02650487.2016.1172404
Cao, Y., Lin, J. & Zhou, Z. (2022). Promoting customer value co-creation through social capital in online brand communities: The mediating role of member inspiration. Computers in Human Behavior, 137(2022), 2-10. https://doi.org/10.1016/j.chb.2022.107440
Chan, E. & Ilicic, J. (2019). Political ideology and brand attachment. International Journal of Research in Marketing, 36(4), 630-646. https://doi.org/10.1016/j.ijresmar.2019.04.001
Chiu, C., Chang, C., Cheng, H. & Fang, Y. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 61-784. https://doi.org/10.1108/14684520910985710
Cohen, J. (1998). Statically power analysis for the behavioral sciences. Laurence Erlbaum Associates. https://doi.org/10.4324/9780203771587
Cova, B. & Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment: the case “my Nutella community”. European Journal of Marketing, 40(9/10), 1087-1105. https://doi.org/10.1108/03090560610681023
Cristela, M. B., Coelho, A. & Lizanets, V. (2019). The impact of brand personality on consumer behavior: The role of brand love. Journal of Fashion Marketing and Management, 23(1), 30-47. https://doi.org/10.1108/JFMM-07-2018-0091
Dajani, D., Yaseen, S. & Dina, A. B. (2021). Investigating student–university identification. World Journal of Entrepreneurship, Management and Sustainable Development, 17(4), 729-741. https://doi.org/10.1108/WJEMSD-11-2020-0154
De Vries, N. J. & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515. https://doi.org/10.1057/bm.2014.18
Eisingerich, A. B., Rubera, G. Seifert, M. & Bhardwaj, G. (2011). Doing good and doing better despite negative information?: the role of corporate social responsibility in consumer resistance to negative information. Journal of Service Research, 14(1) 60-75. https://doi.org/10.1177/1094670510389164
Escalas, J. E. & Bettman, J. R. (2003). You are what they eat: the influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339-348. https://doi.org/10.1207/S15327663JCP1303_14
Grisaffe, D. B. & Nguyen, H. P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research, 64(10), 1052-1059. https://doi.org/10.1016/j.jbusres.2010.11.002
Gültekin, B. & Kiliç, S. I. (2022). Repurchasing an environmental related crisis experienced automobile brand: An examination in the context of environmental consciousness, brand trust, brand affect, and resistance to negative information. Sosyoekonomi, 30(51), 241-260. https://doi.org/10.17233/sosyoekonomi.2022.01.12
Hemsley‐Brown, J. (2022). Antecedents and consequences of brand attachment: A literature review and research agenda. International Journal of Consumer Studies, 47(2), 611-628. https://doi.org/10.1111/ijcs.12853
Hung, H. (2014). Attachment, identification, and loyalty: Examining mediating mechanisms across brand and brand community contexts. Journal of Brand Management, 21(7-8), 594-614. https://doi.org/10.1057/bm.2014.30
Hwang, J. & Kandampully, J. (2012). The role of emotional aspects in younger consumer-brand relationships. The Journal of Product and Brand Management, 21(2), 98-108. https://doi.org/10.1108/10610421211215517
Igolkina, A. & Meshcheryakov, G. (2020). Semopy: A Python package for structural equation modeling. Structural Equation Modeling: A multidisciplinary journal, 27(6), 952-963. https://doi.org/10.1080/10705511.2019.1704289
Japutra, A., Molinillo, S. & Ekinci, Y. (2021). Do stereotypes matter for brand attachment? Marketing Intelligence & Planning, 39(4), 501-515. https://doi.org/10.1108/MIP-08-2020-0339
Johansson, U., Koch, C., Varga, N. y Zhao, F. (2018). Country of ownership change in the premium segment: Consequences for brand image. The Journal of Product and Brand Management, 27(7), 871-883. https://doi.org/10.1108/JPBM-10-2017-1651
Kamath, G. B., Ganguli, S. & Simon, G. (2021). Attachment points, team identification and sponsorship outcomes: Evidence from the Indian premier league. International Journal of Sports Marketing & Sponsorship, 22(3), 429-452. https://doi.org/10.1108/IJSMS-01-2020-0008
Kaufmann, H. R., Petrovici, D. A., Gonçalves F. C. & Ayres, A. (2016). Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands. Journal of Business Research, 69(12), 5735-5747. https://doi.org/10.1016/j.jbusres.2016.05.003
Kim, C. K., Han, D. & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: applying the theory of social identification. Japanese Journal of Psychological Research, 43(4), 195-206. https://doi.org/10.1111/1468-5884.00177
Kuo, F. P., Chen, Y. & Kuang, W. (2014). Brand relationship, consumption values and branded App adoption. Industrial Management & Data Systems, 114(8), 1131-1143. https://doi.org/10.1108/IMDS-05-2014-0132
Land Rover. (2022). La historia. https://www.landrover.es/explore-land-rover/index.html
McAlexander, J. H., Schouten, J. W. & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54. http://dx.doi.org/10.1509/jmkg.66.1.38.18451
Merrilees, B., Miller, D. & Yakimova, R. (2021). Building brands through internal stakeholder engagement and co-creation. Journal of Product & Brand Management, 30(6), 806-818 https://doi.org/10.1108/JPBM-03-2020-2784
Mousavi, S., Roper, S. & Keeling, K. A. (2017). Interpreting social identity in online brand communities: considering posters and lurkers. Psychology & Marketing, 34(4), 376-393. https://doi.org/10.1002/mar.20995
Molinillo, S., Japutra, A. & Ekinci, Y. (2022). Building brand credibility: The role of involvement, identification, reputation and attachment. Journal of Retailing and Consumer Services, 64, 1-9. https://doi.org/10.1016/j.jretconser.2021.102819
Moussa, S. (2015). I may be a twin but I’m one of a kind. Are brand attachment and brand love different names for the same construct? Qualitative Market Research: An International Journal, 18(1), 69-85. https://doi.org/10.1108/QMR-05-2013-0028
Nath, K. & Dwivedi, R. (2021). Aesthetic exploration of organizational theatrics: a case of Tata Motors’ Jaguar Land Rover acquisition. Philosophy of Management, 20, 369-386. https://doi.org/10.1007/s40926-020-00160-y
Nyadzayo, M. W., Leckie, C. & Johnson, L. W. (2020). The impact of relational drivers on customer brand engagement and brand outcomes. Journal of Brand Management, 27, 561-578. https://doi.org/10.1057/s41262-020-00198-3
Park, C. W., MacInnis, D. J. & Priester, J. (2006). Beyond attitudes: attachment and consumer behavior. Seoul National Journal, 12(2), 3-36. https://ssrn.com/abstract=961469
Reza, A. N., Devi, A. & Saqina, Q. P. (2020). Believe it or not: the effect of involvement on the credibility of image transfer through co-branding. Journal of International Consumer Marketing. https://doi.org/10.1080/08961530.2020.1731899
Rothenbuhler, E. W., Mullen, L. J., DeLaurell, R. & Ryu, C. R. (1996). Communication, community attachment, and involvement. Journalism and Mass Communication Quarterly, 73(2), 445. https://doi.org/10.1177/107769909607300214
Shimul, A. S. (2022). Brand attachment: a review and future research. Journal of Brand Management, 29, 400-419. https://doi.org/10.1057/s41262-022-00279-5
Shuv-Ami, A. (2016). The impact of the social protest on brand commitment. Journal of Enterprising Communities, 10(3), 249-261. https://doi.org/10.1177/107769909607300214
Streukens, S. & Leroi-Werelds, S. (2016). Bootstrapping and PLS-SEM: A step-by-step guide to get more out of your bootstrap results. European Management Journal, 34(6), 618–632. https://doi.org/10.1016/j.emj.2016.06.003
Swimberghe, K., Astakhova, M. & Wooldridge, B. (2014). A new dualistic approach to brand passion: harmonious and obsessive. Journal of Business Research, 67(12), 2657-2665. https://doi.org/10.1016/j.jbusres.2014.04.003
Tsai, Sh. (2014). Meaning threats heighten consumer attachment: implications for global brand management. European Management Journal, 32, 991-1000. https://doi.org/10.1016/j.emj.2014.04.005
Ungerer, L. M. (2021). Love is a many-splendoured thing: brand love in a consumer culture. In: Mayer, CH., Vanderheiden, E. (eds) International Handbook of Love. Springer, Cham. https://doi.org/10.1007/978-3-030-45996-3_46
Wen, T. J. (2021). Congruity between mood and brand involvement enhances the effectiveness of message appeals: Dual processing model perspective. Journal of Marketing Communications, 27(6), 651-669. https://doi.org/10.1080/13527266.2020.1755884
Wong, A. (2023). How social capital builds online brand advocacy in luxury social media brand communities. Journal of Retailing and Consumer Services, 70, 1-12. https://doi.org/10.1016/j.jretconser.2022.103143
Xue, K., Wang, L., Gursoy, D. & Song, Z. (2021). Effects of customer-to-customer social interactions in virtual travel communities on brand attachment: The mediating role of social well-being. Tourism Management Perspectives, 38, 100790. https://doi.org/10.1016/j.tmp.2021.100790
Xuemei, B. & Sadia, H. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27(4), 438-451. https://doi.org/10.1057/s41262-020-00189-4
Aurier, P. & Lanauze, G. (2012). Impacts of perceived brand relationship orientation on attitudinal loyalty: an application to strong brands in the packaged goods sector. European Journal of Marketing, 46(11/12), 1602-1627. https://doi.org/10.1108/03090561211260004
Bagozzi, R. & Dholakia, U. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61. https://doi.org/10.1016/j.ijresmar.2006.01.005
Balaji, M.S., Roy, S.K. & Sadeque, S. (2016). Antecedents and consequences of university brand identification. Journal of Business Research, 69(8), 3023-3032. http://dx.doi.org/10.1016/j.jbusres.2016.01.017
Banerjee, S. & Shaikh, A. (2022). Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment. Journal of Product & Brand Management, 31(7), 1005-1017. https://doi.org/10.1108/JPBM-10-2020-3149
Berrozpe, M. A. (2015). La identificación con la marca: conceptualización, caracterización y consecuencias. Opción, 31(2), 144-161. https://produccioncientificaluz.org/index.php/opcion/article/view/20384/20297
Bhattacharya, C. B. & Sen, S. (2003). Consumer–company identification: a framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88. https://psycnet.apa.org/doi/10.1509/jmkg.67.2.76.18609
Bian, X. & Haque, S. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27(4), 438-451. https://doi.org/10.1057/s41262-020-00189-4
Bidmon, S. (2017). How does attachment style influence the brand attachment – brand trust and brand loyalty chain in adolescents? International Journal of Advertising, 36(1), 164-189. https://doi.org/10.1080/02650487.2016.1172404
Cao, Y., Lin, J. & Zhou, Z. (2022). Promoting customer value co-creation through social capital in online brand communities: The mediating role of member inspiration. Computers in Human Behavior, 137(2022), 2-10. https://doi.org/10.1016/j.chb.2022.107440
Chan, E. & Ilicic, J. (2019). Political ideology and brand attachment. International Journal of Research in Marketing, 36(4), 630-646. https://doi.org/10.1016/j.ijresmar.2019.04.001
Chiu, C., Chang, C., Cheng, H. & Fang, Y. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 61-784. https://doi.org/10.1108/14684520910985710
Cohen, J. (1998). Statically power analysis for the behavioral sciences. Laurence Erlbaum Associates. https://doi.org/10.4324/9780203771587
Cova, B. & Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment: the case “my Nutella community”. European Journal of Marketing, 40(9/10), 1087-1105. https://doi.org/10.1108/03090560610681023
Cristela, M. B., Coelho, A. & Lizanets, V. (2019). The impact of brand personality on consumer behavior: The role of brand love. Journal of Fashion Marketing and Management, 23(1), 30-47. https://doi.org/10.1108/JFMM-07-2018-0091
Dajani, D., Yaseen, S. & Dina, A. B. (2021). Investigating student–university identification. World Journal of Entrepreneurship, Management and Sustainable Development, 17(4), 729-741. https://doi.org/10.1108/WJEMSD-11-2020-0154
De Vries, N. J. & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515. https://doi.org/10.1057/bm.2014.18
Eisingerich, A. B., Rubera, G. Seifert, M. & Bhardwaj, G. (2011). Doing good and doing better despite negative information?: the role of corporate social responsibility in consumer resistance to negative information. Journal of Service Research, 14(1) 60-75. https://doi.org/10.1177/1094670510389164
Escalas, J. E. & Bettman, J. R. (2003). You are what they eat: the influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339-348. https://doi.org/10.1207/S15327663JCP1303_14
Grisaffe, D. B. & Nguyen, H. P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research, 64(10), 1052-1059. https://doi.org/10.1016/j.jbusres.2010.11.002
Gültekin, B. & Kiliç, S. I. (2022). Repurchasing an environmental related crisis experienced automobile brand: An examination in the context of environmental consciousness, brand trust, brand affect, and resistance to negative information. Sosyoekonomi, 30(51), 241-260. https://doi.org/10.17233/sosyoekonomi.2022.01.12
Hemsley‐Brown, J. (2022). Antecedents and consequences of brand attachment: A literature review and research agenda. International Journal of Consumer Studies, 47(2), 611-628. https://doi.org/10.1111/ijcs.12853
Hung, H. (2014). Attachment, identification, and loyalty: Examining mediating mechanisms across brand and brand community contexts. Journal of Brand Management, 21(7-8), 594-614. https://doi.org/10.1057/bm.2014.30
Hwang, J. & Kandampully, J. (2012). The role of emotional aspects in younger consumer-brand relationships. The Journal of Product and Brand Management, 21(2), 98-108. https://doi.org/10.1108/10610421211215517
Igolkina, A. & Meshcheryakov, G. (2020). Semopy: A Python package for structural equation modeling. Structural Equation Modeling: A multidisciplinary journal, 27(6), 952-963. https://doi.org/10.1080/10705511.2019.1704289
Japutra, A., Molinillo, S. & Ekinci, Y. (2021). Do stereotypes matter for brand attachment? Marketing Intelligence & Planning, 39(4), 501-515. https://doi.org/10.1108/MIP-08-2020-0339
Johansson, U., Koch, C., Varga, N. y Zhao, F. (2018). Country of ownership change in the premium segment: Consequences for brand image. The Journal of Product and Brand Management, 27(7), 871-883. https://doi.org/10.1108/JPBM-10-2017-1651
Kamath, G. B., Ganguli, S. & Simon, G. (2021). Attachment points, team identification and sponsorship outcomes: Evidence from the Indian premier league. International Journal of Sports Marketing & Sponsorship, 22(3), 429-452. https://doi.org/10.1108/IJSMS-01-2020-0008
Kaufmann, H. R., Petrovici, D. A., Gonçalves F. C. & Ayres, A. (2016). Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands. Journal of Business Research, 69(12), 5735-5747. https://doi.org/10.1016/j.jbusres.2016.05.003
Kim, C. K., Han, D. & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: applying the theory of social identification. Japanese Journal of Psychological Research, 43(4), 195-206. https://doi.org/10.1111/1468-5884.00177
Kuo, F. P., Chen, Y. & Kuang, W. (2014). Brand relationship, consumption values and branded App adoption. Industrial Management & Data Systems, 114(8), 1131-1143. https://doi.org/10.1108/IMDS-05-2014-0132
Land Rover. (2022). La historia. https://www.landrover.es/explore-land-rover/index.html
McAlexander, J. H., Schouten, J. W. & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54. http://dx.doi.org/10.1509/jmkg.66.1.38.18451
Merrilees, B., Miller, D. & Yakimova, R. (2021). Building brands through internal stakeholder engagement and co-creation. Journal of Product & Brand Management, 30(6), 806-818 https://doi.org/10.1108/JPBM-03-2020-2784
Mousavi, S., Roper, S. & Keeling, K. A. (2017). Interpreting social identity in online brand communities: considering posters and lurkers. Psychology & Marketing, 34(4), 376-393. https://doi.org/10.1002/mar.20995
Molinillo, S., Japutra, A. & Ekinci, Y. (2022). Building brand credibility: The role of involvement, identification, reputation and attachment. Journal of Retailing and Consumer Services, 64, 1-9. https://doi.org/10.1016/j.jretconser.2021.102819
Moussa, S. (2015). I may be a twin but I’m one of a kind. Are brand attachment and brand love different names for the same construct? Qualitative Market Research: An International Journal, 18(1), 69-85. https://doi.org/10.1108/QMR-05-2013-0028
Nath, K. & Dwivedi, R. (2021). Aesthetic exploration of organizational theatrics: a case of Tata Motors’ Jaguar Land Rover acquisition. Philosophy of Management, 20, 369-386. https://doi.org/10.1007/s40926-020-00160-y
Nyadzayo, M. W., Leckie, C. & Johnson, L. W. (2020). The impact of relational drivers on customer brand engagement and brand outcomes. Journal of Brand Management, 27, 561-578. https://doi.org/10.1057/s41262-020-00198-3
Park, C. W., MacInnis, D. J. & Priester, J. (2006). Beyond attitudes: attachment and consumer behavior. Seoul National Journal, 12(2), 3-36. https://ssrn.com/abstract=961469
Reza, A. N., Devi, A. & Saqina, Q. P. (2020). Believe it or not: the effect of involvement on the credibility of image transfer through co-branding. Journal of International Consumer Marketing. https://doi.org/10.1080/08961530.2020.1731899
Rothenbuhler, E. W., Mullen, L. J., DeLaurell, R. & Ryu, C. R. (1996). Communication, community attachment, and involvement. Journalism and Mass Communication Quarterly, 73(2), 445. https://doi.org/10.1177/107769909607300214
Shimul, A. S. (2022). Brand attachment: a review and future research. Journal of Brand Management, 29, 400-419. https://doi.org/10.1057/s41262-022-00279-5
Shuv-Ami, A. (2016). The impact of the social protest on brand commitment. Journal of Enterprising Communities, 10(3), 249-261. https://doi.org/10.1177/107769909607300214
Streukens, S. & Leroi-Werelds, S. (2016). Bootstrapping and PLS-SEM: A step-by-step guide to get more out of your bootstrap results. European Management Journal, 34(6), 618–632. https://doi.org/10.1016/j.emj.2016.06.003
Swimberghe, K., Astakhova, M. & Wooldridge, B. (2014). A new dualistic approach to brand passion: harmonious and obsessive. Journal of Business Research, 67(12), 2657-2665. https://doi.org/10.1016/j.jbusres.2014.04.003
Tsai, Sh. (2014). Meaning threats heighten consumer attachment: implications for global brand management. European Management Journal, 32, 991-1000. https://doi.org/10.1016/j.emj.2014.04.005
Ungerer, L. M. (2021). Love is a many-splendoured thing: brand love in a consumer culture. In: Mayer, CH., Vanderheiden, E. (eds) International Handbook of Love. Springer, Cham. https://doi.org/10.1007/978-3-030-45996-3_46
Wen, T. J. (2021). Congruity between mood and brand involvement enhances the effectiveness of message appeals: Dual processing model perspective. Journal of Marketing Communications, 27(6), 651-669. https://doi.org/10.1080/13527266.2020.1755884
Wong, A. (2023). How social capital builds online brand advocacy in luxury social media brand communities. Journal of Retailing and Consumer Services, 70, 1-12. https://doi.org/10.1016/j.jretconser.2022.103143
Xue, K., Wang, L., Gursoy, D. & Song, Z. (2021). Effects of customer-to-customer social interactions in virtual travel communities on brand attachment: The mediating role of social well-being. Tourism Management Perspectives, 38, 100790. https://doi.org/10.1016/j.tmp.2021.100790
Xuemei, B. & Sadia, H. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27(4), 438-451. https://doi.org/10.1057/s41262-020-00189-4
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May 12, 2023
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Otero Gómez, M. C., & Giraldo Pérez, W. (2023). Comportamientos cognitivos y afectivos del consumidor en relación con la marca. Desarrollo Gerencial, 15(1), 1–18. https://doi.org/10.17081/dege.15.1.6175
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