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¿Conectamos? El marketing relacional en la era del mix de canales

Author

Listed:
  • Paula Rodríguez–Torrico
  • Sonia San-Martín
  • Rebeca San José Cabezudo

Abstract

El objetivo de este trabajo es analizar cómo los beneficios percibidos del mix de canales de una marca pueden afectar al fortalecimiento de la conexión persona-marca (P-M) y, así, contribuir a la creación y mantenimiento de relaciones a largo plazo, concretamente a la intención de uso de múltiples canales y el boca a boca. Asimismo, se explora el impacto de la implicación con el producto. Los resultados confirman que los beneficios percibidos del mix de canales influyen en la conexión P-M que, a su vez, es clave para desarrollar relaciones duraderas. Asimismo, la implicación con el producto modera esta segunda parte del modelo.

Suggested Citation

  • Paula Rodríguez–Torrico & Sonia San-Martín & Rebeca San José Cabezudo, 2022. "¿Conectamos? El marketing relacional en la era del mix de canales," DOCFRADIS Working Papers 2204, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jul 2022.
    • Handle: RePEc:ovr:docfra:2204
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    References listed on IDEAS

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    More about this item

    Keywords

    Conexión persona–marca; mix de canales; boca a boca; marketing relacional; implicación.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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