Artículo
Una comparación del comportamiento del consumidor en los canales online y offline: sensibilidad al precio, lealtad de marca y efecto de las características del producto
A Comparison of Consumer Behavior in Online and Offline Channels: Price Sensitivity, Brand Loyalty, and Product Characteristics Effect
Marta Arce-Urriza, José-Javier Cebollada-Calvo
Autor para correspondencia
Departamento de Gestión de Empresas, Universidad Pública de Navarra, Campus de Arrosadía s/n, 31006, Pamplona, Navarra, España
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