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Materias / palabras clave: Football fans; Fútbol; Aficionados; Loyalty; Lealtad

Orientation: Brand awareness (BAW) and brand association (BASS) are important aspects in driving brand resonance (BR) to improve loyalty. Research purpose: This study examines how BR fosters customer loyalty (CL) among...

Activity on social platforms is vital for athletes/athletes/sports clubs to spread their message. It's a great approach to get in touch with fans personally, inform them about new products or services, and humanize the...

Materias / palabras clave: Historical Fiction; Political Loyalty; Survival; Vengeance

The military conflict that started in the Donbas in 2014, which, in 2022, turned into a full-scale Russo-Ukrainian war, has created a specific way in which it is remembered. This article is based on more than sixty int...

Frequent flyer programs of airlines have gradually evolved into a multi-billion dollar business over the years. Valuing frequent flyer program miles accurately and fairly has its practical implications both for airlines ...

The use of agrochemical products helps promote economic growth by sustaining agriculture. These agrochemicals are essential for controlling pests and improving soil fertility. However, cocoa farmers face distinct challen...

The cascara market in Indonesia has great potential due to the increasing interest in health-oriented beverages. However, PT Agritama Sinergi Inovasi (AGAVI) faces competitive challenges in the form of high supplier barg...

Research Objective – to reconstruct the key stages of the biography of Archbishop Agapit (Vishnevsky) of Katerynoslav and Mariupol and to analyze his multifaceted activities within the context of the socio-political tr...

Background: In a volatility, uncertainty, complexity and ambiguity (VUCA) business environment, the survival of small, medium and microenterprises (SMMEs) depends on adopting adaptive, customer-focused marketing strateg...

The recognition of the company and its products, its positive perception among stakeholders are important drivers of sustainable development, which together generate constant sales, provide high margins and strengthen co...

El sistema de obligaciones del personal y autoridades al servicio de la Administración en el Ordenamiento Jurídico español, es el tema de análisis en el presente artículo, el autor basa su disertación a partir del ...

Experiential marketing has emerged as a critical paradigm shift, redefining value creation in the tourism industry from functional transactions to immersive emotional engagements. This study explores this transition by e...

This study examines the preferences and influences on the decisions of Croatian customers when purchasing food supplements. A survey of 312 customers of food supplements in Croatia found that distribution channels and ph...

The aim of this article is to evaluate the effectiveness of gamification marketing strategies in territory branding and to determine their impact on consumer behavior. It has been established that one of the key challeng...

This study investigates the impact of gamification strategies on customer churn reduction in entrepreneurial retail firms, focusing on Millennial consumers in Malaysia’s Klang Valley. Customer churn threatens profitabi...