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This study aims to analyze the effect of loyalty on customer happiness. Therefore, the role of psychological variables such as copying, and attachment styles were studied. The sample was comprised of 524 cases corresponding tdo Peruvian customers. A multiple linear regression model was performed to evaluate our hypotheses. The stepwise method was used to select variables using AIC. An important finding of this study was that concrete and abstract loyalties can predict happiness among Peruvian customers. In terms of originality, the article evaluates the effect of loyalty on happiness that represents a research gap and contributes to debate about the marketing purpose. [ABSTRACT FROM AUTHOR]

Universities from developing countries face the challenge of improving academic performance and educational quality. Student value co-creation can be a service strategy to achieve well-being in students and improve university services. The purpose of this study is to analyze the role of value co-creation in happiness. The sample size comprised 525 Peruvian students, and the survey technique was self-administered questionnaires. The hypotheses were examined using a Structural Equation Model (SEM). It was demonstrated that value co-creation has a positive impact on happiness. This finding provides practical and theoretical implications. [ABSTRACT FROM AUTHOR]

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Based on cultural hybridity theory, this article uses the concept of domestication to explore how global marketing thought and its instruction are diffusing through a rapidly developing country, Peru. Drawing from several types of primary source documents and augmented by personal interviews, the study provides a brief overview of marketing education in Peru and then examines two instances where marketing knowledge appears to be have been domesticated by Peruvian educators—marketing as a philosophy of life and marketing as praxis. The findings contribute to macromarketing theory by examining the interactions between imported marketing education and an emerging market society. Their theoretical implications for further macromarketing research are discussed. [ABSTRACT FROM PUBLISHER]