Browsing by Author "Lahoz, María del Carmen"
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Are Brands Actually the Output of a Dialectical Process Between the Consumer and Companies?
Lahoz, María del Carmen; Rom Rodríguez, Josep A. (Trípodos, núm. 42, 2018, 2018)Developments in communication technologies are challenging classic marketing and communication paradigms, leading to the view that brands are no longer built top-down by marketing managers, but developed ...