Efecto moderador del ajuste de la extensión y la implicación en la relación entre la actitud hacia una marca padre patrimonial y la lealtad de la extensión. Aplicación al conjunto monumental de la Alhambra y el Generalife
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Keywords
extensiones de marca; marca patrimonial; actitud hacia la marca; imagen de marca; implicación; ajuste de la extensión; brand extension; heritage brand parent; brand attitude; brand image; involvement; brandextension fit;All these keywords.
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