MARÍA DEL CARMEN
LLORENTE BARROSO
Profesora contratada doctora
Universidade Nova de Lisboa
Lisboa, PortugalPublikationen in Zusammenarbeit mit Forschern von Universidade Nova de Lisboa (1)
2023
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E-WOM as an asset of branded content strategies: A conceptual approach to the role of consumers in building brand equity
Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape (IGI Global), pp. 367-383