TY  - GEN 
AU  - Martínez-Arvizu, Orlando Josue
AU  - Salazar-Altamirano, Mario Alberto
AU  - Galiano Coronil, Araceli
AU  - Ravina Ripoll, Rafael
A4  - Organización de Empresas
PY  - 2026
SN  - 1131-6837
UR  - http://hdl.handle.net/10498/39677
AB  - This study investigates the impact of brand–person congruence (BPC) and the fear of missing out (FoMO) on
consumer happiness, considering the mediating role of emotional marketing (EM) and gender-based structural
differences. Drawing on...
LA  - eng
PB  - Universidad del País Vasco
KW  - Consumer happiness
KW  - Emotional marketing
KW  - Brand–person congruence
KW  - FoMO
KW  - Gender differences
TI  - What makes consumers happy? The role of FoMO, brand-person congruence and emotional marketing in a multi-gender model
T2  - ¿Qué hace feliz al consumidor? El rol del FoMO, la congruencia marca-persona y el marketing emocional en un modelo multigénero.
DO  - 10.5295/cdg.252548rr
ER  -