María Belén Prados‐Peña

Do brand authenticity and brand credibility facilitate brand equity? The case of heritage destination brand extension

Salvador del Barrio‐García, María Belén Prados‐Peña · Journal of Destination Marketing & Management · 2019 · 99 citations · Full text

The role of customer brand engagement in the use of Instagram as a “shop window” for fashion-industry social commerce

Aida Molina-Prados, Francisco Muñoz‐Leiva, María Belén Prados‐Peña · Journal of Fashion Marketing and Management · 2021 · 35 citations · Full text

Customer Brand Engagement, Digital Marketing, Consumer Research +23

How does parent heritage brand preference affect brand extension loyalty? A moderated mediation analysis

María Belén Prados‐Peña, Salvador del Barrio‐García · Tourism Management Perspectives · 2020 · 34 citations · Full text

Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience

María Belén Prados‐Peña, Salvador del Barrio‐García · European Research on Management and Business Economics · 2021 · 24 citations · Full text

Customer Satisfaction, Culture, Destination Marketing +14

New technologies for the conservation and preservation of cultural heritage through a bibliometric analysis

María Belén Prados‐Peña, George Pavlidis, Ana García‐López · Journal of Cultural Heritage Management and Sustainable Development · 2023 · 21 citations · Full text

Artificial Intelligence, Heritage Conservation, New Technologies +13