• A Model of Consumer-Based Brand Equity (CBBE) for Global Fashion Brand 

      Ekinci, Yuksel; Molinillo, Sebastian; Japutra, Arnold (University of Zaragoza, 2017)
      This study’s aims are twofold. Firstly, to assess the external validity of Yoo and Donthu's (2011) and Nam et al.’s (2011) brand equity model and a retail brand equity model in the retail industry in Spain. Secondly, to ...
    • Smatphone user segmentation based on trust mobile payment 

      Vallespín Arán, María; Molinillo, Sebastian; Ramos, Célia M.Q (2017)
      The role of trust in mobile payment has been examined in different studies due to its importance in understanding consumer behaviour in mobile transactions,. This investigation contributes with a segmentation and a ...