Publicacions (6) Publicacions de Miguel Ángel Ruz Mendoza

2024

  1. "How Brands Can Influence Consumers' Attitudes Towards Visiting Brand-related destinations"

    Review of Marketing Science, Vol. 22, Núm. 1, pp. 43-56

  2. The Manager’s Vision of CSR in an Emerging Economy: From Implementation to Market Impact

    Administrative Sciences, Vol. 14, Núm. 3

2022

  1. Analyzing the Powerful Impact of Touchpoints in a B2B Context: An Abstract

    Developments in Marketing Science: Proceedings of the Academy of Marketing Science (Springer Nature), pp. 259-260

  2. Exploring the role of service touchpoints on the path to financial, behavioral and relational customer outcomes: insights from a B2B service context

    Journal of Business and Industrial Marketing, Vol. 37, Núm. 11, pp. 2260-2277

2021

  1. Análisis de las interacciones empresa-cliente a lo largo del customer journey: una propuesta de acción en el sector asegurador

    Innovación y estrategias en el comercio y en servivios en general: de lo físico a lo digital (Cátedra Fundación Ramón Areces de Distribución Comercial), pp. 35-57

  2. Standardized vs. customized firm-initiated interactions: Their effect on customer gratitude and performance in a B2B context

    Journal of Business Research, Vol. 133, pp. 341-353