Exploring the impact of "massclusivity" campaigns on brand love through online brand communities
The current dissertation aims to understand the impact of the development of Massclusivity (massive and exclusive) campaigns or product ranges on the brand love of online brand communities. Having in mind the topic defined, this research comprises the analysis of the meaning and perception of luxury...
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| Format: | masterThesis |
| Language: | eng |
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2018
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| Online Access: | http://hdl.handle.net/10071/18255 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/18255 |