Publications (119) PABLO GUTIÉRREZ RODRÍGUEZ publications


  1. El comercio local y singular como generador de emociones en los consumidores

    El Happiness Management. Un cisne amarillo que vuela hacia el marketing social, la felicidad y el bienestar (Tirant Humanidades), pp. 229-258

  2. Evolution of mood states during the Covid-19 pandemic in Spain and its impact on happiness

    A thousand ways to understand happiness in the economy of the European Union's "Next generation" funds: a comprehensive vision under the lens of social marketing, history and happiness management (Comares), pp. 115-137

  3. Sponsorship image and value creation in E-sports

    Journal of Business Research, Vol. 145, pp. 198-209

  4. The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion

    Corporate Governance (Bingley), Vol. 22, Núm. 3, pp. 458-473

  5. Why Do People Return to Video Platforms? Millennials and Centennials on TikTok

    Media and Communication, Vol. 10, Núm. 1, pp. 198-207

  6. Word of mouth and digitalization in small retailers: Tradition, authenticity, and change

    Technological Forecasting and Social Change, Vol. 175