Português
Brand coolness part two for Mexico city´s Group
Event Title
invitation as guest speaker for MBA at Mexico city´s Group
Year (definitive publication)
2021
Language
English
Country
Mexico
More Information
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Abstract
HOW cool is a brand? Insights about the ten dimensions of brand coolness The case of Portuguese brands.
Discussion niche and mass coolness.
Acknowledgements
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Keywords
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
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