Ma Mercedes Cuyás Palazón Cuyás Palazón

Brand communities on the internet

María Sicilia Piñero, Ma Mercedes Cuyás Palazón Cuyás Palazón · Corporate Communications An International Journal · 2008 · 202 citations

Customer Satisfaction, Digital Marketing, Online Communities +26

Effectiveness of price discounts and premium promotions

Ma Mercedes Cuyás Palazón Cuyás Palazón, Elena Delgado‐Ballester · Psychology and Marketing · 2009 · 141 citations

Consumer Uncertainty, Consumer Research, Brand Strategy +18

The moderating role of price consciousness on the effectiveness of price discounts and premium promotions

Ma Mercedes Cuyás Palazón Cuyás Palazón, Elena Delgado‐Ballester · Journal of Product & Brand Management · 2009 · 110 citations

Consumer Uncertainty, Behavioral Decision Making, Consumer Study +25

The need to belong and self‐disclosure in positive word‐of‐mouth behaviours: The moderating effect of self–brand connection

María Sicilia Piñero, Elena Delgado‐Ballester, Ma Mercedes Cuyás Palazón Cuyás Palazón · Journal of Consumer Behaviour · 2015 · 77 citations

Customer Satisfaction, Positive Wom, Consumer Motivation +23

Hedonic or utilitarian premiums: does it matter?

Ma Mercedes Cuyás Palazón Cuyás Palazón, Elena Delgado‐Ballester · European Journal of Marketing · 2013 · 67 citations

Consumer Uncertainty, Behavioral Decision Making, Consumer Study +23