Luxury fashion brands and internet memes as a social media strategy in the context of brand coolness, consumer brand engagement and measures and effects of visual complexity
In an era where social networks assume a crucial role in brand strategies, it becomes imperative to study the new communication tools that companies use to differentiate themselves and achieve the intended goals. For their specificities, luxury brands deserve special attention, especially when it co...
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| Format: | masterThesis |
| Language: | eng |
| Published: |
2021
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| Online Access: | http://hdl.handle.net/10071/24723 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/24723 |