2026-04-21T10:42:44Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/86882024-05-10T11:25:55Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732

Rodríguez Torrico, Paula 674 600 0000-0001-9750-7104 San José Cabezudo, Rebeca 6006cfb3-40ef-4e15-ac5c-b3a49c87b723 600 San Martín Gutiérrez, Sonia 513 600 0000-0002-5030-9669 2024-02-15T13:19:38Z 2024-02-15T13:19:38Z 2024-01 1061-0421 http://hdl.handle.net/10259/8688 10.1108/JPBM-10-2022-4181 1061-0421 In the channel-mix era, the customer journey involves combining channels during all the stages of the decision-making process, such that creating and maintaining relationships with consumers poses a challenge to retailers. This work seeks to explore what role brands play in this issue by analyzing what impact the perceived benefits of brand channel-mix have on consumer self-brand connection (SBC) and what their effect is in enduring consumer-brand relationships (i.e., future channel-mix use and word of mouth (WOM)). This paper also explores the moderating role of product involvement in these relations. application/pdf eng Emerald Journal of Product & Brand Management. 2023, V. 33, n. 1, p. 76-90 https://doi.org/10.1108/JPBM-10-2022-4181 Atribución-NoComercial 4.0 Internacional http://creativecommons.org/licenses/by-nc/4.0/ info:eu-repo/semantics/openAccess Self-brand connection Channel-mix Relationship marketing Product involvement Economía Economics Marketing Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Journal of Product & Brand Management 33 1 76 90 THUMBNAIL Rodriguez-jpbm_2024.pdf.jpg Rodriguez-jpbm_2024.pdf.jpg IM Thumbnail image/jpeg 4199 https://riubu.ubu.es/bitstream/10259/8688/4/Rodriguez-jpbm_2024.pdf.jpg c3d8550ad7c3e6e6a98e870756de1226 MD5 4 LICENSE license.txt license.txt text/plain; charset=utf-8 999 https://riubu.ubu.es/bitstream/10259/8688/3/license.txt b295bcbce42e2caabeb0c623d3860c06 MD5 3 CC-LICENSE license_rdf license_rdf application/rdf+xml; charset=utf-8 914 https://riubu.ubu.es/bitstream/10259/8688/2/license_rdf 24013099e9e6abb1575dc6ce0855efd5 MD5 2 ORIGINAL Rodriguez-jpbm_2024.pdf Rodriguez-jpbm_2024.pdf application/pdf 516341 https://riubu.ubu.es/bitstream/10259/8688/1/Rodriguez-jpbm_2024.pdf ac5abf05c69dd7b69883fd321be807c1 MD5 1 10259/8688 oai:riubu.ubu.es:10259/8688 2024-05-10 13:25:55.506 Repositorio Institucional de la Universidad de Burgos bubrep@ubu.es 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