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- W1985785025 abstract "La creciente competencia está facilitando la aplicación del brand management en muchas industrias de medios, cuyos participantes necesitan establecer una credibilidad de marca clara y memorable. En este contexto, se ha planteado la presente investigación con información procedente de 816 valoraciones, a fin de de analizar los antecedentes capaces de explicar el desarrollo de una óptima credibilidad corporativa, así como sus efectos posteriores desde la perspectiva del consumidor. Para tal fin, han sido consideradas las cadenas televisivas de primera generación que operan en abierto en el territorio nacional (TVE 1, Antena 3, Tele 5, Cuatro y Sexta). Increasing competition is facilitating the implementation of brand management in many media industries, whose participants need to establish a clear and memorable brand image. In this context, this research was developed, based on 816 evaluations to explain the antecedents of optimum corporate credibility and its effects from the consumer's point of view. To that end, the first-generation television channels operating in the open country (TVE 1, Antena 3, Tele 5, Cuatro and Sexta) have been considered." @default.
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- W1985785025 date "2013-03-01" @default.
- W1985785025 modified "2023-10-18" @default.
- W1985785025 title "CREDIBILIDAD CORPORATIVA EN CADENAS TELEVISIVAS: ANTECEDENTES Y EFECTOS" @default.
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- W1985785025 doi "https://doi.org/10.1016/s1138-1442(14)60019-x" @default.
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