Spanish journal of marketing-ESIC

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  Año 2026, Vol. 30, Número 2. Texto Completo Ejemplar

  • Broaden-and-build theory in marketing research: a comprehensive systematic literature review using the TCCM framework

    Irfan Shamim, Geetha Mohan

    • Resumen
    • Texto completo

    págs. 142-166

    

  • Unrestrained buying behavior in the metaverse: exploring the moderating role of technostress and self-control

    Jatinder Kumar, Dipti Malhotra, Garima Kathuria

    • Resumen
    • Texto completo

    págs. 167-191

    

  • Analysis of sustainability and authenticity as key elements for rural tourism

    Carmina Fandos Herrera, Alberto Labuena García, Carlos Orús Sanclemente

    • Resumen
    • Texto completo

    págs. 192-213

    

  • The effect of consumer inspiration on experience extension in augmented reality marketing

    Kazım Dağ, Sinan ÇAVUSOGLU, Taner Akçacı

    • Resumen
    • Texto completo

    págs. 214-236

    

  • Do the characteristics of live streaming matter?: TThe evidence from China on consumer purchase intention Open Access

    Kai Wang, Chao Zhang, Simin Li, Xiayu Tong, Danzi Liao

    • Resumen
    • Texto completo

    págs. 237-257

    

  • Power of social media influencers on brand awareness, value, and consumer purchases

    Tanya Munir, Sean Watts

    • Resumen
    • Texto completo

    págs. 258-277