Browsing (2023) Volumen 28. Número 54 by Author "López-Casares Pertusa,Helena"
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Estrategias de posicionamiento de marcas a través del apoyo de causas sociales: una perspectiva desde el análisis de marcas comerciales
López-Casares Pertusa,Helena (Servicio Editorial de la Universidad del País Vasco/Euskal Herriko Unibertsitatearen Argitalpen Zerbitzua, 2023)Brands constitute the emotional link of companies with their audiences and through communication strategies are created to improve the image and generate positive attitudes towards brands. In the global, digital and ...