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ISSN 1138-1442
REVISTA ESPAÑOLA DE INVESTIGACION DE
MARKETING
MARKETING
ISSN 1138-1442
REVISTAFormerly
ESPAÑOLA
DE INVESTIGACION DE
Revista Española de Investigación de Marketing ESIC
Editor
Advisory Council
Carlos Flavián
Rafael Ortega de la Poza
Dirección de Marketing e Investigación
de Mercados. Facultad de Economía
y Empresa, Universidad de Zaragoza,
Zaragoza, España
Associate Editors
Fevzi Okumus
Rosen
College of
Hospitality
Editorial
Board
Management, University of Central
Presidente de Honor
Florida, Orlando, Florida (USA)
Simón Reyes Martínez-Córdova
Eduardo Torres
Business Administration, Universidad de
Chile, Santiago de Chile, Chile
Editor
Luis
V. Casaló
Carlos Flavián
Blanco e Investigación
Dirección
de Marketing
deUniversidad
Mercados. de
Facultad
de Economía
Zaragoza
y Empresa, Universidad de Zaragoza,
Zaragoza, España
Associate Editors
María del Carmen Camarero Izquierdo
ESIC Business & Marketing School,
Madrid, España
Ana Isabel Rodriguez Escudero
Comercialización e Investigación
de Mercados, Universidad de
Valladolid, Valladolid, España
Salvador Ruiz de Maya
Comercialización e Investigación
de Mercados, Universidad de
council
Murcia,Advisory
Murcia, España
Rafael Ortega
Scientific
Committee
ESIC
Roger R. Betancourt
Ana University
Isabel Rodríguez
Economics,
of
Escudero
Maryland,
Maryland, USA
Adamantios S.
Diamantopoulos
Business Administration, Faculty
of Business, Economics &
Statistics, University of Vienna,
Vienna, Austria
G. Tomas M. Hult
Teodoro Luque Martínez
Comercialización e Investigación de
Mercados, Universidad de Granada,
Granada, España
International Business Center, Broad College
of Business, Michigan State University, East
Lansing, Michigan, USA
José Afonso Mazzon
Víctor Iglesias Argüelles
José Luis Munuera Alemán
c Committee
WagnerScienti
A Kamakura
Shintaro Okazaki
University of Maryland
Constantine S. Katsikeas
Yolanda
Polo de
Redondo
Universidad
Murcia
Comercialización e Investigación de
Mercados, Facultad de Economía y
Empresa, Universidad de Oviedo, Oviedo,
España
Fuqua School
Duke University.
RogerofR.Business,
Betancourt
North Carolina, Durham, USA
Zicklin School of Business
Universidade de São Paulo, São Paulo,
Brazil
Comercialización e Investigación de
Mercados, Universidad de Murcia, Murcia,
España
School of Management and Business, King’s
College
London, Alemán
United Kingdom
José London,
Luis Munuera
Dirección de Marketing e Investigación
Redondo
deYolanda
Mercados.Polo
Facultad
de Economía
y Empresa,
Universidad
de Zaragoza,
Universidad
de Zaragoza
Zaragoza, España
Ana Valenzuela
KoThe
de City
Ruyter
University of New York.
Marketing, Faculty of Management, City
Zicklin School
of Business
University,
London,
United Kingdom
Culture & Design Management, Underwood
International
College, Underwood
International
Jean-Pierre
Lévy Mangin
College,Université
Seoul, Republic
of Korea
du Québec
Julián Villanueva
Rajendra
K. Srivastava
Singapore
Management University, Lee
IESE. España
David Luna
Teodoro Luque Martínez
The CityUniversidad
University ofde
New
York. Zicklin
Granada
Universidad de Oviedo
Ana Valenzuela
Kong Chian School of Business, Singapore
Víctor
Iglesias Argüelles
City,
Singapore
School of Business, New York, USA
The City University of New York. Zicklin
School of Business, New York, USA
de Sao
Paulo du
SciencesUniversidad
Administratives,
Université
Québec, Québec, Canada
Julián Villanueva
José Afonso
Mazzon
Jean-Pierre
Lévy Mangin
Pilar Carbonell
Indexed
in: Espallardo
Miguel Hernández
Hanken-Svenska Handelshogskolan,
Helsinki, Finland
Wagner
A. Leeds
Kamakura
Marketing
Division,
University
University.
The
BusinessDuke
School,
University
ofFuqua
Leeds,School
Leeds, United
Kingdom
of
Business.
North
Carolina
Universidad
de
Valladolid
Siegfried Dewitte
Marketing,
FacultyRuiz
of Economics
Salvador
de Maya Philip James
David Kitchen
Luna
and Business, KU Leuven, Leuven, ESC Rennes School of Business, Rennes, France
Universidad de Murcia
The
City
University of New York.
Belgium
Eunju Ko
Universidad de Valladolid
York University
Christian Grönroos
Indexed in:
Marketing, IESE Business School, Madrid,
España
REVISTA ESPAÑOLA DE INVESTIGACIÓN EN MARKETING ESIC is indexed in: LATINDEX, ISOC (CSIC),
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ASOCIACIÓN ESPAÑOLA DE MARKETING
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