{"id":"https://openalex.org/W7215575326","doi":null,"title":"Marketing emocional y su influencia en la lealtad del consumidor en entornos digitales.","display_name":"Marketing emocional y su influencia en la lealtad del consumidor en entornos digitales.","publication_year":2026,"publication_date":"2026-01-30","ids":{"openalex":"https://openalex.org/W7215575326"},"language":"es","primary_location":{"id":"pmh:oai:ojs2.revistas.iste.edu.ec:article/60","doi":null,"is_oa":true,"landing_page_url":"https://revistas.iste.edu.ec/index.php/reviste/article/view/60","pdf_url":"https://revistas.iste.edu.ec/index.php/reviste/article/download/60/126","source":{"id":"https://openalex.org/S7407065720","display_name":"ISTE SCIENTIST","issn_l":"2953-6618","issn":["2953-6618"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["latindex"],"host_organization":"https://openalex.org/I4405259752","host_organization_name":"Instituto Superior Tecnol\u00f3gico Espa\u00f1a","host_organization_lineage":["https://openalex.org/I4405259752"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2953-6618","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://revistas.iste.edu.ec/index.php/reviste/article/download/60/126","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5069842697","display_name":"Edgar David Baquero Z\u00fa\u00f1iga","orcid":"https://orcid.org/0000-0002-3075-3455","observed_orcids":["https://orcid.org/0000-0002-3075-3455"]},"institutions":[{"id":"https://openalex.org/I4405266713","display_name":"Instituto Superior Tecnol\u00f3gico Jap\u00f3n","ror":"https://ror.org/04zv30p82","country_code":"EC","type":"education","lineage":["https://openalex.org/I4405266713"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"Baquero-Z\u00fa\u00f1iga, Edgar David","raw_affiliation_strings":["Instituto Superior Tecnol\u00f3gico Jap\u00f3n, Quito, Ecuador"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Instituto Superior Tecnol\u00f3gico Jap\u00f3n, Quito, Ecuador","institution_ids":["https://openalex.org/I4405266713"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5015046521","display_name":"Mar\u00eda Fernanda Baquero Z\u00fa\u00f1iga","orcid":"https://orcid.org/0000-0001-5918-4957","observed_orcids":["https://orcid.org/0000-0001-5918-4957"]},"institutions":[{"id":"https://openalex.org/I4405266713","display_name":"Instituto Superior Tecnol\u00f3gico Jap\u00f3n","ror":"https://ror.org/04zv30p82","country_code":"EC","type":"education","lineage":["https://openalex.org/I4405266713"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"Baquero-Z\u00fa\u00f1iga , Maria Fernanda","raw_affiliation_strings":["Instituto Superior Tecnol\u00f3gico Jap\u00f3n, Quito, Ecuador"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Instituto Superior Tecnol\u00f3gico Jap\u00f3n, Quito, Ecuador","institution_ids":["https://openalex.org/I4405266713"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4405266713"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.6723999977111816,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.6723999977111816,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.1437000036239624,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.06960000097751617,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/brand-loyalty","display_name":"brand loyalty","score":0.7850000262260437},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.7360000014305115},{"id":"https://openalex.org/keywords/repurchase-intention","display_name":"repurchase intention","score":0.7599999904632568},{"id":"https://openalex.org/keywords/brand-recommendation","display_name":"brand recommendation","score":0.5649999976158142},{"id":"https://openalex.org/keywords/customer-commitment","display_name":"customer commitment","score":0.6119999885559082},{"id":"https://openalex.org/keywords/brand-identification","display_name":"brand identification","score":0.7590000033378601},{"id":"https://openalex.org/keywords/emotional-connection","display_name":"emotional connection","score":0.8259999752044678},{"id":"https://openalex.org/keywords/emotional-experience","display_name":"emotional experience","score":0.7699999809265137},{"id":"https://openalex.org/keywords/customer-retention","display_name":"customer retention","score":0.6629999876022339},{"id":"https://openalex.org/keywords/consumer-trust","display_name":"consumer trust","score":0.6359999775886536},{"id":"https://openalex.org/keywords/e-commerce-consumers","display_name":"online consumers","score":0.6129999756813049},{"id":"https://openalex.org/keywords/online-platforms","display_name":"digital platforms","score":0.6320000290870667},{"id":"https://openalex.org/keywords/loyalty-programs","display_name":"loyalty programs","score":0.38100001215934753},{"id":"https://openalex.org/keywords/customer-feedback","display_name":"customer feedback","score":0.3619999885559082},{"id":"https://openalex.org/keywords/customer-satisfaction","display_name":"customer satisfaction","score":0.36399999260902405},{"id":"https://openalex.org/keywords/customer-complaints","display_name":"customer complaints","score":0.3449999988079071},{"id":"https://openalex.org/keywords/customer-complaint-resolution","display_name":"customer complaints management","score":0.36399999260902405},{"id":"https://openalex.org/keywords/customer-relationship-management","display_name":"customer relationship management","score":0.47600001096725464},{"id":"https://openalex.org/keywords/customer-loyalty-management","display_name":"customer loyalty management","score":0.37599998712539673},{"id":"https://openalex.org/keywords/customer-loyalty-measurement","display_name":"customer loyalty measurement","score":0.40700000524520874},{"id":"https://openalex.org/keywords/customer-loyalty-evaluation","display_name":"customer loyalty evaluation","score":0.45399999618530273},{"id":"https://openalex.org/keywords/customer-loyalty-improvement","display_name":"customer loyalty improvement","score":0.578000009059906}],"concepts":[{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.6062999963760376},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.3172000050544739},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.2879999876022339},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.26660001277923584},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.24809999763965607},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.22660000622272491},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.2249000072479248},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.21089999377727509},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.1712999939918518},{"id":"https://openalex.org/C2992496598","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Marketing communication","level":2,"score":0.16910000145435333}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:ojs2.revistas.iste.edu.ec:article/60","doi":null,"is_oa":true,"landing_page_url":"https://revistas.iste.edu.ec/index.php/reviste/article/view/60","pdf_url":"https://revistas.iste.edu.ec/index.php/reviste/article/download/60/126","source":{"id":"https://openalex.org/S7407065720","display_name":"ISTE SCIENTIST","issn_l":"2953-6618","issn":["2953-6618"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["latindex"],"host_organization":"https://openalex.org/I4405259752","host_organization_name":"Instituto Superior Tecnol\u00f3gico Espa\u00f1a","host_organization_lineage":["https://openalex.org/I4405259752"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2953-6618","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:ojs2.revistas.iste.edu.ec:article/60","doi":null,"is_oa":true,"landing_page_url":"https://revistas.iste.edu.ec/index.php/reviste/article/view/60","pdf_url":"https://revistas.iste.edu.ec/index.php/reviste/article/download/60/126","source":{"id":"https://openalex.org/S7407065720","display_name":"ISTE SCIENTIST","issn_l":"2953-6618","issn":["2953-6618"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["latindex"],"host_organization":"https://openalex.org/I4405259752","host_organization_name":"Instituto Superior Tecnol\u00f3gico Espa\u00f1a","host_organization_lineage":["https://openalex.org/I4405259752"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2953-6618","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7215575326.pdf","grobid_xml":"https://content.openalex.org/works/W7215575326.grobid-xml"},"referenced_works_count":5,"referenced_works":["https://openalex.org/W1965574139","https://openalex.org/W1972570464","https://openalex.org/W2159306398","https://openalex.org/W2422895071","https://openalex.org/W7219003824"],"related_works":["https://openalex.org/W7204262749","https://openalex.org/W7220417765","https://openalex.org/W7014970546","https://openalex.org/W7170175508","https://openalex.org/W4416195734","https://openalex.org/W7167029189","https://openalex.org/W7220735344","https://openalex.org/W7160488097","https://openalex.org/W7162103331","https://openalex.org/W7155271905"],"abstract_inverted_index":{"El":[0,55,75],"marketing":[1,62,119,149,186,228,254,303,352,376,409,438],"emocional":[2,120,150,187,242],"se":[3,41,105],"ha":[4],"consolidado":[5],"como":[6,131],"una":[7,83],"estrategia":[8],"clave":[9],"en":[10,43,71,156,170,201,213,224],"los":[11,16,72,197],"ecosistemas":[12],"digitales.":[13,74],"Al":[14],"hacerlo,":[15],"consumidores":[17],"digitales":[18,103,172],"obtienen":[19],"asociaciones":[20],"duraderas":[21],"con":[22,82,97,110,124],"las":[23,53,116,146,163,167,209],"marcas":[24,98,168],"que":[25,94,145,162,166,184,200,211,231,235],"van":[26],"m\u00e1s":[27],"all\u00e1":[28],"de":[29,52,77,92,101,112,137,148,196,239,246],"lo":[30,199],"puramente":[31],"funcional.":[32],"En":[33],"este":[34],"contexto,":[35],"la":[36,39,48,67,78,125,132,157,175,194,222,237],"lealtad":[37,68,133,158,195,249],"a":[38,59,99,221,257,286,313,317,341,379],"marca":[40,126],"convierte":[42],"un":[44,107,153,189,205,214,240],"factor":[45,288],"estrat\u00e9gico":[46,207],"para":[47,114,192,208],"supervivencia":[49],"y":[50,104,127,140,161,178,248],"competitividad":[51],"organizaciones.":[54],"estudio":[56],"intenta":[57],"comprender,":[58],"trav\u00e9s":[60,100],"del":[61,69,118,134,159,180,227,250],"emocional,":[63,122],"el":[64,185,225],"efecto":[65],"sobre":[66],"consumidor":[70,135],"espacios":[73],"dise\u00f1o":[76],"investigaci\u00f3n":[79,84,219],"fue":[80],"cuantitativo":[81],"no":[85],"experimental":[86],"descriptiva-correlacional.":[87],"Las":[88],"poblaciones":[89],"fueron":[90],"visitantes":[91],"internet":[93,327],"interact\u00faan":[95],"regularmente":[96],"plataformas":[102],"desarroll\u00f3":[106],"cuestionario":[108],"estructurado":[109],"escala":[111],"Likert":[113,342],"rastrear":[115],"dimensiones":[117],"(conexi\u00f3n":[121],"identificaci\u00f3n":[123],"experiencia":[128],"emocional)":[129],"as\u00ed":[130],"(intenci\u00f3n":[136],"recompra,":[138],"recomendaci\u00f3n":[139],"compromiso).":[141],"Los":[142],"hallazgos":[143],"indican":[144],"estrategias":[147,245],"pueden":[151],"tener":[152],"impacto":[154],"significativo":[155],"consumidor,":[160],"emociones":[164],"positivas":[165],"expresan":[169],"entornos":[171],"afectan":[173],"directamente":[174],"preferencia,":[176],"confianza":[177],"retenci\u00f3n":[179],"consumidor.":[181],"Se":[182],"razona":[183],"es":[188],"componente":[190],"esencial":[191],"aumentar":[193],"consumidores,":[198],"\u00faltima":[202],"instancia":[203],"tiene":[204],"significado":[206],"empresas":[210],"operan":[212],"entorno":[215],"digital":[216,261,308,335,394,428,437],"competitivo.":[217],"Esta":[218],"a\u00f1ade":[220],"literatura":[223],"campo":[226],"digital,":[229],"ya":[230],"ofrece":[232],"evidencia":[233],"emp\u00edrica":[234],"respalda":[236],"importancia":[238],"enfoque":[241],"al":[243],"establecer":[244],"comunicaci\u00f3n":[247],"cliente.":[251],"Abstract":[252],"Emotional":[253],"has":[255],"become":[256],"key":[258],"strategy":[259],"within":[260],"ecosystems,":[262],"as":[263,285,360,362],"it":[264],"enables":[265],"consumers":[266],"to":[267,297,346,433],"develop":[268],"lasting":[269],"associations":[270],"with":[271,316,332],"brands":[272,333,392],"that":[273,374,386,407,443],"go":[274],"beyond":[275],"purely":[276],"functional":[277],"attributes.":[278],"In":[279],"this":[280],"context,":[281],"brand":[282,355],"loyalty":[283,306,455],"emerges":[284],"strategic":[287,420],"for":[289,422],"organizational":[290],"survival":[291],"and":[292,357,369,385,401,453],"competitiveness.":[293],"This":[294,430],"study":[295,323],"aims":[296],"examine":[298],"the":[299,348,387,434,445],"effect":[300],"of":[301,326,350,447],"emotional":[302,351,353,358,375,408,448],"on":[304,382,436],"consumer":[305,363,383,398,416],"in":[307,393,414,425,450],"environments.":[309,429],"The":[310,322,371],"research":[311,431],"adopted":[312],"quantitative":[314],"approach":[315],"non-experimental,":[318],"descriptive":[319],"correlational":[320],"design.":[321],"population":[324],"consisted":[325],"users":[328],"who":[329],"regularly":[330],"interact":[331],"through":[334],"platforms.":[336],"A":[337],"structured":[338],"questionnaire":[339],"using":[340],"scale":[343],"was":[344],"developed":[345],"measure":[347],"dimensions":[349],"connection,":[354],"identification,":[356],"experience":[359],"well":[361],"loyalty,":[364,384,417],"including":[365],"repurchase":[366],"intention,":[367],"recommendation,":[368],"commitment.":[370],"findings":[372],"indicate":[373],"strategies":[377],"have":[378],"significant":[380],"impact":[381],"positive":[388],"emotions":[389],"expressed":[390],"by":[391,439],"environments":[395],"directly":[396],"influence":[397],"preference,":[399],"trust,":[400],"retention.":[402],"It":[403],"is":[404,410],"therefore":[405],"argued":[406],"an":[411],"essential":[412],"component":[413],"strengthening":[415],"ultimately":[418],"providing":[419,440],"value":[421],"organizations":[423],"operating":[424],"highly":[426],"competitive":[427],"contributes":[432],"literature":[435],"empirical":[441],"evidence":[442],"supports":[444],"importance":[446],"approaches":[449],"developing":[451],"communication":[452],"customer":[454],"strategies.":[456]},"counts_by_year":[],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2026-10-02T00:00:00"}