Edgar Centeno

TL;DR: In this paper, the authors investigate how small to medium-sized enterprises use particular brand communication activities to develop their brands and find that close and personal, mass personalization, transactional, and e-communication activities are the most popular activities in SME brand communication.

TL;DR: In this paper, the authors identify the relationship between customers' perceptions of justice and employee effort and their effects on satisfaction and loyalty in the context of service recovery and determine the impact of cross-cultural differences on these relationships.

TL;DR: In this paper, the authors present a systematic literature review of human-brand management models, which summarizes the growing literature on human brands, reveals important gaps in the knowledge and calls for the development of particular human brand management models.

TL;DR: In this paper, the authors analyze the effect of perceived quality on the consumer's willingness to maintain the relationship, providing a starting point for examining related aspects such as purchase repetition, and enrich the discussion on the consequences for management practices.

TL;DR: In this paper, a multi-case study of women and men working in high and intermediate management positions in an occidental and developed country such as Spain is presented, which analyzes the opinion of a group of men and women who work in such positions.