Talk
Brand coolness part two for Mexico city´s Group
Sandra Loureiro (Loureiro, S. M. C.);
Event Title
invitation as guest speaker for MBA at Mexico city´s Group
Year (definitive publication)
2021
Language
English
Country
Mexico
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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
  • Economics and Business - Social Sciences

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