Spanish journal of marketing-ESIC

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  Año 2020, Vol. 24, Número 1

  • The history of academic research in marketing and its implications for the future

    Brian T. Ratchford

    • Resumen
    • Texto completo

    págs. 3-36

    

  • Followers’ reactions to influencers’ Instagram posts

    Daniel Belanche Gracia, Marta Flavián, Sergio Ibáñez Sánchez

    • Resumen
    • Texto completo

    págs. 37-53

    

  • Be a part of it: promoting WOM, eWOM, and content creation through customer identification

    Jaime Romero de la Fuente, Daniel Ruiz Equihua

    • Resumen
    • Texto completo

    págs. 55-71

    

  • Conceptualising online fashion brand recognition: scale development and validation

    Mohammad S. Rahman, Md Afnan Hossain, Md Rifayat Islam Rushan, Mohammad Tayeenul Hoque, Hasliza Hassan

    • Resumen
    • Texto completo

    págs. 73-96

    

  • Brand orientation: a systematic literature review and research agenda

    Lara Mendes Christ Bonella Sepulcri, Emerson Wagner Mainardes, Danilo Magno Marchiori

    • Resumen
    • Texto completo

    págs. 97-113

    

  • Attitudes toward organic products: a cross-national comparison and scale validation

    Francisco Sarabia Andreu, Francisco José Sarabia Sánchez, María Concepción Parra Meroño, Pablo Moreno Albaladejo

    • Resumen
    • Texto completo

    págs. 115-132

    

  • How harmful are online firestorms for brands?: An approach to the phenomenon from the participant level

    Elena Delgado Ballester, Inés López López, Alicia Bernal Palazón

    • Resumen
    • Texto completo

    págs. 133-151