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Análisis de los efectos de la publicidad y el comportamiento del consumidor Brand Engagement y Brand Equity

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Figure

Tabla 1: Preguntas basadas en la investigación de Hollebeek (2011), Elaboración propia
Tabla 2: Constructos de actitudes y creencias con base teórica en el Brand Equity
Tabla 3: Constructos de actitudes y creencias con base teórica en el Brand Engagement
Tabla 4: Estadísticos descriptivos de la Marca Apple, Elaboración propia.
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