Archive · Open access
Articles
10 published articles, with free full text, ORIs and ready-to-use citations.
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Review Articles Open access Nov 10, 2026
RELATIONSHIP MARKETING AND CUSTOMER RETENTION: THE ROLE OF SATISFACTION AND TRUST IN THE RELATIONSHIP WITH THE BRAND IN AN INTEGRATIVE REVIEW
… ion: relationship marketing is often associated with loyalty, yet satisfaction, trust, loyalty and repurchase are frequently treated as automatic steps in a single chain. Objective: to analyze how the literature characterizes the relationships among relationsh …
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Review Articles Open access Nov 10, 2026
ARTIFICIAL INTELLIGENCE IN MARKETING AND CONSUMER RELATIONSHIPS: PERSONALIZATION, CUSTOMER EXPERIENCE AND LOYALTY IN AN INTEGRATIVE REVIEW
… d relevant; moving to loyalty, however, depends on privacy, perceived value and trust, and direct evidence linking AI personalization to loyalty is scarce. Conclusion: the article proposes a three-gate conceptual scheme and four testable propositions.
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Review Articles Open access Nov 10, 2026
BRAND DYNAMICS AND CONSUMER TRENDS IN THE COSMETICS MARKET: FROM THE MARKETING MIX TO COHERENCE BETWEEN PROMISE AND DELIVERY
… x, from the 4Ps to Marketing 4.0, shifts the focus from the company to consumer trust; influencers and exposure are associated with acceptance, generally through credibility, and excess supply harms choice only under specific conditions. Conclusion: visibility …