Publications dans lesquelles il/elle collabore avec ÁLVARO JOSÉ ROJAS LAMORENA (4)

2023

  1. How does brand equity work? A review of theory and a research agenda

    A Research Agenda for Brand Management in a New Era of Consumerism (Edward Elgar Publishing Ltd.), pp. 73-88

2022

  1. A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling

    Journal of Business Research, Vol. 139, pp. 1067-1083

2021

  1. No more drama: Genres and subgenres of TV series

    Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines (IGI Global), pp. 274-299

  2. What television series interest viewers? Identification of general trends

    Omni-Channel communication: Delivering unified communications across all branded touch-points: Conference proceedings