The power of stories : luxury brand communication on social media
The purpose of this study is to explore how luxury brands portray their values through storytelling on social media. A qualitative study was conducted due to the exploratory nature of this study using a multiple case study. Moreover, both primary and secondary data was collected. Primary data was co...
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| Format: | masterThesis |
| Language: | eng |
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2021
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| Online Access: | http://hdl.handle.net/10400.14/35400 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/35400 |