Spanish journal of marketing-ESIC

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  Año 2026, Vol. 30, Número 3. Texto Completo Ejemplar

  • Effect of user and firm-generated content on usage intention of sports brands across social media platforms

    Jefin Antony, Ajay Joseph, M.A. Akhil

    • Resumen
    • Texto completo  1    2  

    págs. 282-302

    

  • Exploring the relationship between sustainability perceptions and brand value: how and why does perceived sustainability affect brand value?

    Gabriela Salinas Fabbri, Carmen Abril Barrie

    • Resumen
    • Texto completo

    págs. 303-328

    

  • Consumer resistance to AI chatbots: barriers and impacts on negative word-of-mouth Open Access

    Ahmed Taher Esawe

    • Resumen
    • Texto completo

    págs. 329-349

    

  • Navigating the AI revolution in customer service: a bibliometric analysis

    Akanksha Khanna, Sachu Sarasan, Sunil M P

    • Resumen
    • Texto completo

    págs. 350-374

    

  • Examining the role of parasocial interactions in generating the bandwagon effect: a parallel mediation and multigroup analysis

    Zeeshan Majeed Nadroo, Nirma Sadamali Jayawardena, Muhammad Asif, Park Thaichon

    • Resumen
    • Texto completo

    págs. 375-396

    

  • Ranking of motives for posting fake reviews

    Anjali Thukral, Nidhi Aggarwal, Chand Prakash Saini, Pooja Kapoor

    • Resumen
    • Texto completo

    págs. 397-413

    

  • Erratum notice: Examining the role of parasocial interactions in generating the bandwagon effect: a parallel mediation and multigroup analysis

    • Texto completo

    págs. 414-414