Publications in collaboration with researchers from University of Verona (2)

2018

  1. THE ROLE OF ONLINE BRAND COMMUNTIES ON BUILDING BRAND EQUITY AND LOYALTY THROUGH RELATIONAL BENEFITS

    Journal of Marketing Theory and Practice, Vol. 26, Núm. 3, pp. 289-308

2016

  1. Does Social Media Influence Business Performance? The Impact of Relational Benefits on Repurchase Intention and WOM

    PROCEEDINGS OF THE 3RD EUROPEAN CONFERENCE ON SOCIAL MEDIA