Spanish journal of marketing-ESIC

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  Año 2025, Vol. 29, Número 1. Texto Completo Ejemplar

  • Thank you, government! Your support facilitated my intention to use mobile payment in the new normal era

    Pick Soon Ling, Xin Jean Lim, Lin Jin, Kelvin Yong Ming Lee

    • Resumen
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  • Artificial intelligence and predictive marketing: an ethical framework from managers’ perspective

    Hina Naz, Muhammad Kashif

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  • FaceReader as a neuromarketing tool to compare the olfactory preferences of customers in selected markets

    Jakub Berčík, Anna Mravcová, Esther Sendra Nadal, David Bernardo López Lluch, Andrea Farkaš

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  • Consumer knowledge in marketing: a critical review and research agenda

    Elisa Garrido Castro, Francisco José Torres Peña, Eva María Murgado Armenteros, Francisco José Torres Ruíz

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  • WeChat gamification: mobile payment impact on word of mouth and customer loyalty

    Asad Hassan Butt, Hassan Ahmad, Asif Muzaffar, Waseem Irshad, Muhammad Usman, Talha Zubair Ahmad Khan

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  • Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling

    Faizan Ali, Chokechai Suveatwatanakul, Luana Nanu, Murad Ali, Abraham Terrah

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