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Brands and influencers are increasingly collaborating in the development of marketing campaigns. This work analyses to what extent the collaboration of influencers with renowned brands affects the effectiveness of the message and the influencer’s own reputation. The results of an experiment with more than four hundred Spanish consumers indicated that renowned brand-influencer collaborations, in comparison to non-renowned brand-influencer collaborations, enhanced consumers’ attitude towards the message, their purchase intentions and the perceived credibility of the influencer. Furthermore, positive attitude towards the message and intention to search for information are greater for services offered by renowned brands than for their products. This study contributes by bridging a gap in the literature and raises interesting implications for brand managers and their decisions to collaborate with influencers on social media.
Sergio Ibáñez-Sánchez; Marta Flavián; Luis V. Casaló; Daniel Belanche. Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media. Journal of Marketing Communications 2021, 1 -18.
AMA StyleSergio Ibáñez-Sánchez, Marta Flavián, Luis V. Casaló, Daniel Belanche. Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media. Journal of Marketing Communications. 2021; ():1-18.
Chicago/Turabian StyleSergio Ibáñez-Sánchez; Marta Flavián; Luis V. Casaló; Daniel Belanche. 2021. "Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media." Journal of Marketing Communications , no. : 1-18.
Collaborations between influencers and brands have become increasingly popular in recent years. Previous research has mainly focused on influencer marketing as a commercial action designed to enhance followers' perceptions and reactions toward promoted brands, ignoring the consequences of these promotional actions on influencers' credibility and their relationships with their followers. This research sheds light on the topic by exploring how influencers' promotional actions affect their credibility, and followers' attitudes and behavioral responses toward the influencer (i.e., to continue following, imitate, and recommend them to other users). A study addressed to the followers of a popular influencer was carried out to test the research model. The results showed that perceived influencer-product congruence positively affects followers' perceptions of the credibility of, and attitude toward, influencers, and negatively affects perceptions of paid communication. Followers' perceptions that influencers have been paid to take part in promotional activities harms their credibility; however, credibility is essential for generating positive attitudes toward the influencer. Finally, both perceived credibility and attitude foster positive behavioral responses toward the influencer; influencers must enhance these factors to retain their influencing capacity. This research provides managerial implications for influencers and brands that can help enhance followers’ experiences when exposed to promotions on social media.
Daniel Belanche; Luis V. Casaló; Marta Flavián; Sergio Ibáñez-Sánchez. Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services 2021, 61, 102585 .
AMA StyleDaniel Belanche, Luis V. Casaló, Marta Flavián, Sergio Ibáñez-Sánchez. Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services. 2021; 61 ():102585.
Chicago/Turabian StyleDaniel Belanche; Luis V. Casaló; Marta Flavián; Sergio Ibáñez-Sánchez. 2021. "Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer." Journal of Retailing and Consumer Services 61, no. : 102585.
“Buy a pen, donate a pen.” Using this simple slogan BIC, the French pen and stationery product manufacturer, has contributed to the education of children at underprivileged schools around the world since 1958. This case study analyzes a cause-related marketing campaign developed by BIC and Red Cross Spain in summer 2019. The campaign was undertaken entirely online, through the company’s e-commerce site on the Amazon platform. For each pack of pens bought by Spanish-based customers, BIC donated a pen to children in poverty in Spain. This chapter highlights the key aspects of the campaign that contributed to its success. The congruence between the brand’s core business (i.e., pens) and the cause (i.e., education), which fits within a wider Corporate Social Responsibility plan, helped increase its authenticity and credibility. The simplicity of the slogan favored its understanding across a wide spectrum of potential customers. In turn, collaborating with big allies such as the Red Cross and Amazon enhanced the brand’s image. Finally, conducting the campaign entirely online helped in its management in terms of how long it lasted and in reduced costs in promotional materials and stock control.
Daniel Belanche. “Buy a Pen, Donate a Pen”: A Case Study About the Power of Congruence and Simplicity in Online Cause-Related Marketing. Classroom Companion: Business 2021, 167 -177.
AMA StyleDaniel Belanche. “Buy a Pen, Donate a Pen”: A Case Study About the Power of Congruence and Simplicity in Online Cause-Related Marketing. Classroom Companion: Business. 2021; ():167-177.
Chicago/Turabian StyleDaniel Belanche. 2021. "“Buy a Pen, Donate a Pen”: A Case Study About the Power of Congruence and Simplicity in Online Cause-Related Marketing." Classroom Companion: Business , no. : 167-177.
This research examines how customers’ perceptions about controversial labor practices of food delivery platforms may affect their intentions to use and recommend these services. Three studies reveal that customers’ behavioral intentions depend on their perceptions of the working conditions for the delivery workers, as well as service quality. This influence is higher among customers with a high level of social conscious consumption. Our research also explores the costs that customers would be willing to assume to be served by a food delivery service that offers better working conditions. These insights reveal several relevant managerial implications for gig economy firms.
Daniel Belanche; Luis V. Casaló; Carlos Flavián; Alfredo Pérez-Rueda. The role of customers in the gig economy: how perceptions of working conditions and service quality influence the use and recommendation of food delivery services. Service Business 2021, 15, 45 -75.
AMA StyleDaniel Belanche, Luis V. Casaló, Carlos Flavián, Alfredo Pérez-Rueda. The role of customers in the gig economy: how perceptions of working conditions and service quality influence the use and recommendation of food delivery services. Service Business. 2021; 15 (1):45-75.
Chicago/Turabian StyleDaniel Belanche; Luis V. Casaló; Carlos Flavián; Alfredo Pérez-Rueda. 2021. "The role of customers in the gig economy: how perceptions of working conditions and service quality influence the use and recommendation of food delivery services." Service Business 15, no. 1: 45-75.
This study investigates the differences in place identity between residents of rural and urban communities. Differently from previous research comparing place identity between neighborhoods or countries, our study focuses on the local community type (urban or rural) as a key determinant of place identity. This fills a research gap in environmental social psychology, frequently ignoring the role of community type in shaping people's relationship with their local community. In particular, we analyze to what extent residents of rural communities present greater levels of cognitive, affective and evaluative place identity than their urban counterparts. Based on data from 1153 residents of Spanish rural and urban areas, results reveal that there is no difference between both environments in cognitive place identity. However, residents in rural communities show greater levels of affective and evaluative place identity than city dwellers. In addition, age moderates the influence of community type (urban vs. rural) on affective and evaluative dimensions of place identity. The discussion helps explain how place identity is developed differently in rural and urban locations. The study concludes that these differences are not caused by community size, but by community type and its personal relevance.
Daniel Belanche; Luis V. Casaló; María Ángeles Rubio. Local place identity: A comparison between residents of rural and urban communities. Journal of Rural Studies 2021, 82, 242 -252.
AMA StyleDaniel Belanche, Luis V. Casaló, María Ángeles Rubio. Local place identity: A comparison between residents of rural and urban communities. Journal of Rural Studies. 2021; 82 ():242-252.
Chicago/Turabian StyleDaniel Belanche; Luis V. Casaló; María Ángeles Rubio. 2021. "Local place identity: A comparison between residents of rural and urban communities." Journal of Rural Studies 82, no. : 242-252.
Robots are being implemented in many frontline services, from waiter robots in restaurants to robotic concierges in hotels. A growing number of firms in hospitality and tourism industries introduce service robots to reduce their operational costs and to provide customers with enhanced services (e.g. greater convenience). In turn, customers may consider that such a disruptive innovation is altering the established conditions of the service-provider relationship. Based on attribution theory, this research explores how customers’ attributions about the firm motivations to implement service robots (i.e. cost reduction and service enhancement) are affecting customers’ intentions to use and recommend this innovation. Following previous research on robot’s acceptance, our research framework analyzes how these attributions may be shaped by customers’ perceptions of robot’s human-likeness and their affinity with the robot. Structural equation modelling is used to analyze data collected from 517 customers evaluating service robots in the hospitality industry; results show that attributions mediate the relationships between affinity toward the robot and customer behavioral intentions to use and recommend service robots. Specifically, customer’s affinity toward the service robot positively affects service improvement attribution, which in turn has a positive influence on customer behavioral intentions. In contrast, affinity negatively affects cost reduction attribution, which in turn has a negative effect on behavioral intentions. Finally, human-likeness has a positive influence on affinity. This research provides practitioners with empirical evidence and guidance about the introduction of service robots and its relational implications in hospitality and tourism industries. Theoretical advances and future research avenues are also discussed.
Daniel Belanche; Luis V. Casaló; Carlos Flavián. Frontline robots in tourism and hospitality: service enhancement or cost reduction? Electronic Markets 2020, 1 -16.
AMA StyleDaniel Belanche, Luis V. Casaló, Carlos Flavián. Frontline robots in tourism and hospitality: service enhancement or cost reduction? Electronic Markets. 2020; ():1-16.
Chicago/Turabian StyleDaniel Belanche; Luis V. Casaló; Carlos Flavián. 2020. "Frontline robots in tourism and hospitality: service enhancement or cost reduction?" Electronic Markets , no. : 1-16.
This research examines the phenomenon of food delivery services from the mobile app user’s perspective and how consumers’ lifestyles are changing because of the convenience provided by the apps. By means of an online survey targeted at US food delivery app customers, our study analyzes the main motivations that lead them to use and recommend these technology-based services. The results of the study revealed that some of the theory of planned behavior model variables (i.e., attitude toward the behavior, subjective norms), influence customer use and word-of-mouth (WOM) intentions. Security influences intention to spread WOM, whereas customer lifestyle compatibility influences intention to use the food delivery apps. A post hoc analysis revealed that perceived control is only important for older customers, who need to perceive that they control the apps before they will recommend them to other customers. The findings of the study are discussed and contrasted with previous research in the field. The managerial implications derived from the findings provide practical guidance for food delivery app companies. Further research avenues are suggested to encourage scholars to continue investigating the challenge of the diffusion of mobile apps in the food delivery and related sectors.
Daniel Belanche; Marta Flavián; Alfredo Pérez-Rueda. Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility. Sustainability 2020, 12, 4275 .
AMA StyleDaniel Belanche, Marta Flavián, Alfredo Pérez-Rueda. Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility. Sustainability. 2020; 12 (10):4275.
Chicago/Turabian StyleDaniel Belanche; Marta Flavián; Alfredo Pérez-Rueda. 2020. "Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility." Sustainability 12, no. 10: 4275.
The emerging introduction of humanoid robots in service encounters is becoming a reality in the present and the short-term. Owing to this unstoppable advance, there is a need to better understand customers’ perceptions and reactions toward humanoid agents in service encounters. To shed some light on this underexplored phenomenon, this research investigates how the interaction between robot and customer’s features may contribute to a successful introduction of this disruptive innovation. Results of an empirical study with a sample of 168 US customers reveal that customer’s perceptions of robot’s human-likeness increase the intentions to use humanoid service robots. Interestingly, customers’ risk aversion moderates this relationship. Specifically, the study found that highly risk-averse customers tend to avoid using humanoids when they are perceived as highly mechanical-like. The discussion highlights the main contributions of the research, which combine previous knowledge on human–robot interaction and risk aversion from a marketing approach. Managerial implications derived from the research findings and the avenues opened for further research are described at the end.
Daniel Belanche; Luis V. Casaló; Carlos Flavián. Customer’s Acceptance of Humanoid Robots in Services: The Moderating Role of Risk Aversion. Blockchain Technology and Innovations in Business Processes 2019, 449 -458.
AMA StyleDaniel Belanche, Luis V. Casaló, Carlos Flavián. Customer’s Acceptance of Humanoid Robots in Services: The Moderating Role of Risk Aversion. Blockchain Technology and Innovations in Business Processes. 2019; ():449-458.
Chicago/Turabian StyleDaniel Belanche; Luis V. Casaló; Carlos Flavián. 2019. "Customer’s Acceptance of Humanoid Robots in Services: The Moderating Role of Risk Aversion." Blockchain Technology and Innovations in Business Processes , no. : 449-458.
This chapter focuses on an innovative learning project in which undergraduate marketing students create videos and post them on the official YouTube channel of the course. The project aims to apply new information technologies to university teaching, use social networks to disseminate information and knowledge, and provide students with a more active role in their learning process. We offer an overall vision to enable the appropriate application of this project and analyze students’ perceptions and satisfaction with the activity; we also offer a tool (e.g., rubric) to objectively evaluate the video content. The results of the first study show that students’ satisfaction with the activity is high and is affected by the emotions it generates, its perceived usefulness, and its ease of use. In a second study, we observe that the students are satisfied with the activity’s evaluation rubric, because it is a simple evaluation system and serves to guarantee an objective and consistent evaluation. The description of the project and discussion of the research findings will help academics to understand the key drivers of a satisfactory experience by students. It also provides scholars with advice on how to implement educational networking in their subjects.
Daniel Belanche; Luis V. Casaló; Carlos Orús; Alfredo Pérez-Rueda. Developing a Learning Network on YouTube: Analysis of Student Satisfaction with a Learner-Generated Content Activity. Lecture Notes in Social Networks 2019, 195 -231.
AMA StyleDaniel Belanche, Luis V. Casaló, Carlos Orús, Alfredo Pérez-Rueda. Developing a Learning Network on YouTube: Analysis of Student Satisfaction with a Learner-Generated Content Activity. Lecture Notes in Social Networks. 2019; ():195-231.
Chicago/Turabian StyleDaniel Belanche; Luis V. Casaló; Carlos Orús; Alfredo Pérez-Rueda. 2019. "Developing a Learning Network on YouTube: Analysis of Student Satisfaction with a Learner-Generated Content Activity." Lecture Notes in Social Networks , no. : 195-231.
The growth of Internet has completely changed the advertising ecosystem, with advertising spending moving from traditional to digital formats. Indeed, digital advertising surpassed television spending for the very first time in 2017 (Magna 2017). Digital advertising investment (including all different display formats such as banners, images, text, audio or video, together with search and social platforms ads) is estimated to take 44.0 percent of all advertising global budget in 2018 (Magna 2017).
Daniel Belanche; Carlos Flavián; Alfredo Pérez-Rueda. Stimulating Users in Online Pre-Roll Ads: How to Use Arousal for Different Advertising Audiences. European Advertising Academy 2019, 119 -131.
AMA StyleDaniel Belanche, Carlos Flavián, Alfredo Pérez-Rueda. Stimulating Users in Online Pre-Roll Ads: How to Use Arousal for Different Advertising Audiences. European Advertising Academy. 2019; ():119-131.
Chicago/Turabian StyleDaniel Belanche; Carlos Flavián; Alfredo Pérez-Rueda. 2019. "Stimulating Users in Online Pre-Roll Ads: How to Use Arousal for Different Advertising Audiences." European Advertising Academy , no. : 119-131.
Service robots and artificial intelligence promise to increase productivity and reduce costs, prompting substantial growth in sales of service robots and research dedicated to understanding their implications. Nevertheless, marketing research on this phenomenon is scarce. To establish some fundamental insights related to this research domain, the current article seeks to complement research on robots’ human-likeness with investigations of the factors that service managers must choose for the service robots implemented in their service setting. A three-part framework, comprised of robot design, customer features, and service encounter characteristics, specifies key factors within each category that need to be analyzed together to determine their optimal adaptation to different service components. Definitions and overlapping concepts are clarified, together with previous knowledge on each variable and research gaps that need to be solved. This framework and the final research questions provide a research agenda to guide scholars and help practitioners implement service robots successfully.
Daniel Belanche; Luis V. Casaló; Carlos Flavián; Jeroen Schepers. Service robot implementation: a theoretical framework and research agenda. The Service Industries Journal 2019, 40, 203 -225.
AMA StyleDaniel Belanche, Luis V. Casaló, Carlos Flavián, Jeroen Schepers. Service robot implementation: a theoretical framework and research agenda. The Service Industries Journal. 2019; 40 (3-4):203-225.
Chicago/Turabian StyleDaniel Belanche; Luis V. Casaló; Carlos Flavián; Jeroen Schepers. 2019. "Service robot implementation: a theoretical framework and research agenda." The Service Industries Journal 40, no. 3-4: 203-225.
Modern users demand control over their advertising experience and a sense of empowerment throughout the communication process. In response, some platforms have introduced online features that increase users’ control by facilitating ad interaction and electronic word of mouth (eWOM), such as YouTube’s skippable advertising. Using this prototypical example, the current study develops and proposes a novel, sequential framework that accounts for product involvement, intrusiveness, time watching the ad, recall, and eWOM (PITRE) to describe tactics to increase advertising effectiveness through consumer empowerment. Consumers’ involvement with advertised products reduces their perceptions of intrusiveness and enhances their positive ad and brand eWOM intentions. Ad intrusiveness instead increases ad-skipping behaviour and hinders ad and brand dissemination. Greater time watching the ad increases brand recall and eWOM intentions, though users do not need to recall the brand to share related ads. These findings offer suggestions for professionals seeking to establish effective online advertising strategies.
Daniel Belanche; Carlos Flavián; Alfredo Pérez-Rueda. Consumer empowerment in interactive advertising and eWOM consequences: The PITRE model. Journal of Marketing Communications 2019, 26, 1 -20.
AMA StyleDaniel Belanche, Carlos Flavián, Alfredo Pérez-Rueda. Consumer empowerment in interactive advertising and eWOM consequences: The PITRE model. Journal of Marketing Communications. 2019; 26 (1):1-20.
Chicago/Turabian StyleDaniel Belanche; Carlos Flavián; Alfredo Pérez-Rueda. 2019. "Consumer empowerment in interactive advertising and eWOM consequences: The PITRE model." Journal of Marketing Communications 26, no. 1: 1-20.
This article argues that advertising ethics, traditionally focused on ad contents and vulnerable audiences, should be also applied to ad format intrusiveness. The increasing appearance of highly intrusive advertising formats resulted in an extraordinarily growth of ad blocking systems. To fight the economic costs of the ad blocker phenomenon, the most relevant agents of the industry have created a never seen Coalition for Better Ads including marketers, publishers, and agencies worldwide. This article analyses the experiments carried out by the Coalition to create Better Ads Standards establishing the limits of ad format intrusiveness to be implemented worldwide by means of self-regulation. Based on classical and current approaches to advertising ethics, this work explains that highly annoying ads should not only be banned for practical reasons but for overpassing ethical limits in terms of respect for the persuadee, equity of the persuasive appeal, and social responsibility for the common good. A basic exploratory replication study is presented to simulate further research on the ethical limits of intrusive advertising. Establishing which ad formats are allowed to continue and which ones should gradually disappear is such a relevant process for many stakeholders that it requires further discussion by consumers and scholars.
Daniel Belanche. Ethical limits to the intrusiveness of online advertising formats: A critical review of Better Ads Standards. Journal of Marketing Communications 2019, 25, 685 -701.
AMA StyleDaniel Belanche. Ethical limits to the intrusiveness of online advertising formats: A critical review of Better Ads Standards. Journal of Marketing Communications. 2019; 25 (7):685-701.
Chicago/Turabian StyleDaniel Belanche. 2019. "Ethical limits to the intrusiveness of online advertising formats: A critical review of Better Ads Standards." Journal of Marketing Communications 25, no. 7: 685-701.
Consumers increasingly use social media for a variety of consumption-related tasks such as complaining about a brand or sharing purchase experiences. Social media growth represents an opportunity for business based on information sharing, but also complicates the work of marketing managers who need to be ready to deal with current issues in this field. This article highlights eight areas within social media marketing that create difficult challenges for marketing practitioners. Based on practitioner reports and academic findings about online social networks, we preview emerging threats and opportunities derived from changes in consumers’ behavior and from changes in business models as well. In addition to discussing each challenge, we pose research questions for marketing academics in order to inspire broader research and better understanding of this evolving field. Los consumidores utilizan cada vez con más frecuencia los medios sociales para diversas tareas relativas al consumo, tales como las quejas acerca de una marca, o el intercambio de experiencias sobre compras. El crecimiento de los medios sociales representa una oportunidad de negocio basada en el intercambio de información, aunque también complica el trabajo a los Directores de Marketing, quienes necesitan estar preparados para manejar las cuestiones corrientes en este campo. Este artículo destaca ocho áreas pertenecientes al marketing de los medios sociales, que crean retos difíciles a las personas que se dedican al marketing. Basándonos en los informes de estos últimos, y en los hallazgos académicos en relación a las redes sociales online, prevemos amenazas y oportunidades emergentes derivadas de los cambios de los comportamientos de los consumidores y de los cambios de los modelos de negocio. Además de tratar cada reto, planteamos cuestiones sobre investigación a los académicos de marketing, a fin de inspirar un análisis más amplio y una mejor comprensión de este campo en evolución.
C.F. Hofacker; D. Belanche. Eight social media challenges for marketing managers. Spanish Journal of Marketing - ESIC 2016, 20, 73 -80.
AMA StyleC.F. Hofacker, D. Belanche. Eight social media challenges for marketing managers. Spanish Journal of Marketing - ESIC. 2016; 20 (2):73-80.
Chicago/Turabian StyleC.F. Hofacker; D. Belanche. 2016. "Eight social media challenges for marketing managers." Spanish Journal of Marketing - ESIC 20, no. 2: 73-80.
In order to increase their markets, many companies are starting e-commerce internationalization processes that involve dealing with cultural differences among countries. Although most firms start internationalization strategies to similar countries, previous research has mainly focused on understanding expansion to countries with a great cultural distance. This study analyzes the relevance of culture in the formation of e-loyalty intentions in Argentina and Spain, two countries with slight cultural differences. Specifically, culture is proposed as a moderator of e-service quality and satisfaction effects on e-loyalty intentions. Results confirm that the influence of e-service quality on e-loyalty intentions is greater for Argentinian consumers (a little more individualistic, masculine, and less pragmatic culture compared to Spain). Besides, a greater influence of satisfaction on e-loyalty is found for Spanish consumers (a more pragmatic, collectivistic, and feminine culture compared to Argentina). The introduction of socio-demographic control variables, i.e. gender, age and education level, support the moderation effect of culture. According to these results, marketers should note that e-loyalty formation process differs across cultures, even between similar cultures. Further implications for international marketing strategies are widely discussed
Daniel Belanche Gracia; Luis V. Casaló Ariño; Miguel Guinaliu Blasco. The effect of culture in forming e-loyalty intentions: A cross-cultural analysis between Argentina and Spain. BRQ Business Research Quarterly 2015, 18, 275 -292.
AMA StyleDaniel Belanche Gracia, Luis V. Casaló Ariño, Miguel Guinaliu Blasco. The effect of culture in forming e-loyalty intentions: A cross-cultural analysis between Argentina and Spain. BRQ Business Research Quarterly. 2015; 18 (4):275-292.
Chicago/Turabian StyleDaniel Belanche Gracia; Luis V. Casaló Ariño; Miguel Guinaliu Blasco. 2015. "The effect of culture in forming e-loyalty intentions: A cross-cultural analysis between Argentina and Spain." BRQ Business Research Quarterly 18, no. 4: 275-292.
Daniel Belanche Gracia; Luis V. Casaló-Ariño; Alfredo Perez Rueda. Determinants of multi-service smartcard success for smart cities development: A study based on citizens’ privacy and security perceptions. Government Information Quarterly 2015, 32, 154 -163.
AMA StyleDaniel Belanche Gracia, Luis V. Casaló-Ariño, Alfredo Perez Rueda. Determinants of multi-service smartcard success for smart cities development: A study based on citizens’ privacy and security perceptions. Government Information Quarterly. 2015; 32 (2):154-163.
Chicago/Turabian StyleDaniel Belanche Gracia; Luis V. Casaló-Ariño; Alfredo Perez Rueda. 2015. "Determinants of multi-service smartcard success for smart cities development: A study based on citizens’ privacy and security perceptions." Government Information Quarterly 32, no. 2: 154-163.
Daniel Belanche Gracia; Luis V. Casaló Ariño; Miguel Guinalíu Blasco. Comunicación comercial y boca-oído electrónico en sitios web corporativos: un análisis desde la perspectiva del marketing de relaciones. Investigaciones Europeas de Dirección y Economía de la Empresa 2013, 19, 31 -41.
AMA StyleDaniel Belanche Gracia, Luis V. Casaló Ariño, Miguel Guinalíu Blasco. Comunicación comercial y boca-oído electrónico en sitios web corporativos: un análisis desde la perspectiva del marketing de relaciones. Investigaciones Europeas de Dirección y Economía de la Empresa. 2013; 19 (1):31-41.
Chicago/Turabian StyleDaniel Belanche Gracia; Luis V. Casaló Ariño; Miguel Guinalíu Blasco. 2013. "Comunicación comercial y boca-oído electrónico en sitios web corporativos: un análisis desde la perspectiva del marketing de relaciones." Investigaciones Europeas de Dirección y Economía de la Empresa 19, no. 1: 31-41.