Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries:

Volume: 84, Issue: 2, Pages: 24 - 46
Published: Jan 28, 2020
Abstract
Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society. Brands are shifting away from...
Paper Details
Title
Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries:
Published Date
Jan 28, 2020
Volume
84
Issue
2
Pages
24 - 46
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