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- Congreso Nacional de Marketing (29º. 2017. Sevilla)
- Listar Congreso Nacional de Marketing (29º. 2017. Sevilla) por autor
Listar Congreso Nacional de Marketing (29º. 2017. Sevilla) por autor "Llonch Andreu, Joan"
Mostrando ítems 1-2 de 2
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Ponencia
IMC customer-based perception: strategic antecedents and consequences on post-purchase customer behaviour
Butkouskaya, Vera; Llonch Andreu, Joan; Alarcón del Amo, María del Carmen (ESIC, 2017)Last decades Integrated Marketing Communications (IMC) have been mainly analysed from a managerial perspective, overlooking ...
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Ponencia
Moderating effect of the type of brand on the belief-attitude-behaviour model
Llonch Andreu, Joan; López Lomelí, Miguel Ángel; Rialp Criado, Josep (ESIC, 2017)Drawing from the Signaling theory we built a model of the moderating effects of the type of brand in a belief-attitude-behaviour ...