NAGIOS: RODERIC FUNCIONANDO

Introduction to special issue: brand equity, satisfaction, and word of mouth

Repositori DSpace/Manakin

Valencià Castellano

IMPORTANT: Aquest repositori està en una versió antiga des del 3/12/2023. La nova instal.lació está en https://roderic.uv.es/

Introduction to special issue: brand equity, satisfaction, and word of mouth

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Ruiz Molina, María Eugenia; Gil Saura, Irene; Berenguer Contrí, Gloria

Aquest document és un/a article, creat/da en: 2021

The COVID-19 pandemic has generated an incredible change in the global economy that will likely have long-term consequences on consumer behavior, markets, business models, market regulation, and public policies, among others [1,2]. We are only at the beginning of seeing these effects, and this new scenario offers opportunities to articulate research in the area of marketing aligned with the urgency of recovering customer trust and reactivating sales [3]. The five contributions presented in this Special Issue, “Brand Equity, Satisfaction, and Word of Mouth”, aim at being incorporated into the dynamics of methodological and thematic innovation in marketing, in reply to some of the research priorities that, due to their potential, are presented today as opportunities and preferential research domains, in the highly complex scenario depicted after the COVID-19 outbreak.

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