Artículo
Efectos de los emplazamientos de marca real y enmascarada en el comportamiento del consumidor: un experimento exploratorio
Effects of real and masked brands placement on consumer behavior: An exploratory experiment
Efeitos dos posicionamentos da marca real disfarçada no comportamento do consumidor: uma experiência exploratória
Alejandro Alvarado Herreraa,
, Judith Cavazos Arroyob, Rubén Vázquez Charoletc
Autor para correspondencia
alex.alvarado.dr@gmail.com
Autor para correspondencia: Ave. 11 esquina 110 Sur, Col. San Gervasio, Cozumel, 77600, Quintana Roo, México.
Autor para correspondencia: Ave. 11 esquina 110 Sur, Col. San Gervasio, Cozumel, 77600, Quintana Roo, México.
a Profesor-Investigador, Universidad de Quintana Roo, Cozumel, Quintana Roo, México
b Profesora-Investigadora, Universidad Popular Autónoma del Estado de Puebla, Puebla, México
c Estudiante Graduado de la Maestría en Dirección y Mercadotecnia, Universidad Popular Autónoma del Estado de Puebla, Puebla, México
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