1. Department of Business Management, ESIC University/ESIC Business & Marketing School, Av. de Valdenigrales, s/n, 28223 Madrid, Spain
2. Department of Market Research and Quantitative Methods, ESIC University/ESIC Business & Marketing School, Av. de Valdenigrales, s/n, 28223 Madrid, Spain
3. Department of Communication Theories and Analysis, Complutense University of Madrid, Av. Complutense, 3, 28040 Madrid, Spain