TY  - JOUR 
AU  - Rodríguez Torrico, Paula
AU  - San José Cabezudo, Rebeca
AU  - San Martín Gutiérrez, Sonia
PY  - 2024
SN  - 1061-0421
UR  - http://hdl.handle.net/10259/8688
AB  - 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...
LA  - eng
PB  - Emerald
KW  - Self-brand connection
KW  - Channel-mix
KW  - Relationship marketing
KW  - Product involvement
KW  - Economía
KW  - Economy
KW  - Marketing
TI  - Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement
DO  - 10.1108/JPBM-10-2022-4181
T2  - Journal of Product & Brand Management
VL  - 33
M2  - 76
ER  -