Loyalty programmes as a direct sales platform: a cardholder segmentation based on air flight redemptions by José Manuel Ponzoa Casado, Pedro Reinares Lara

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Incorporation of the emotional indicators of the patient journey into healthcare organization management by Alfredo Rodríguez‐Fuertes, Pedro Reinares‐Lara, Blanca Garcia‐Henche

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Formatos de publicidad no convencional en televisión versus spots: un análisis basado en el recuerdo by Eva Reinares-Lara, Pedro Reinares-Lara, Cristina Olarte-Pascual

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The Cognitive Dimension and the Affective Dimension in the Patient’s Experience by Pedro Reinares-Lara, Alfredo Rodríguez-Fuertes, Blanca Garcia-Henche

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A proposal for a new system of classification for hotels based on information taken from a multi-sponsor loyalty program by Josefa D. Martin Santana, Eva Reinares Lara, Pedro Reinares Lara

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La notoriedad de la marca como factor explicativo de la eficacia de las campañas publicitarias en televisión by Josefa D. Martín-Santana, Pedro Reinares-Lara, Eva Reinares-Lara

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