TY  - GEN 
AU  - Ahumada-Tello, Eduardo
AU  - Galván-Vela, Esthela
AU  - Ravina Ripoll, Rafael
AU  - Tobar-Pesantez, Luis-Bayardo
A4  - Organización de Empresas
PY  - 2025
SN  - 2254-6413
UR  - http://hdl.handle.net/10498/35982
AB  - This study explores the marketing-happiness
paradox in Mexico”s technology sector, analyzing
consumer happiness driven by product consumption.
Through structural equation modeling of survey data from
384 employees, it identifies internal and...
LA  - eng
PB  - Universidad de Navarra
KW  - Marketing-Happiness Paradox
KW  - Consumer Happiness
KW  - Emotional Impacts
KW  - Marketing Strategies
KW  - Consumer Behavior
TI  - The Marketing-Happiness Paradox: Exploring Technological Consumer Behavior
DO  - 10.15581/015.XXVIII.1.19-52
ER  -