E-Wom as an Asset of Branded Content Strategies: A Conceptual Approach to the Role of Consumers in Building Brand Equity

AuthID
 P-00X-WMV
3
Author(s)
Llorente Barroso, C
·
Document Type
Book Chapter
Year published
2023
Published
in Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Pages: 367-383
Indexing
Scopus®
Google Scholar®
Publication Identifiers
Scopus: 2-s2.0-85147639201
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