© Monica Cortiñas, Raquel Chocarro and Margarita Elorz. Published in Spanish Journal of
Marketing – ESIC. Published by Emerald Publishing Limited. This article is published under the
Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and
create derivative works of this article (for both commercial & non-commercial purposes), subject to
full attribution to the original publication and authors.
Except where otherwise noted, this item's license is described as © Monica Cortiñas, Raquel Chocarro and Margarita Elorz. Published in Spanish Journal of Marketing – ESIC. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial & non-commercial purposes), subject to full attribution to the original publication and authors.