Exploring how internet memes influence brand coolness perceptions: utilitarian versus hedonic cosmetic brands
Nowadays, brands are increasingly acknowledging the advantages of incorporating social media into their marketing strategies as a tool to create and establish relationships with their consumers. One of the most efficient ways to communicate with them is through the use of visual content, being that...
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| Format: | masterThesis |
| Language: | eng |
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2021
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| Online Access: | http://hdl.handle.net/10071/23908 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/23908 |