Bilingual brand communities? : strategies for targeting Hispanics on social media
Year of publication: |
2022
|
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Authors: | Villegas, Dino A. ; Marin, Alejandra Marin |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 4, p. 586-605
|
Subject: | Brand communities | Brand identity | Cultural branding | Cultural identity | Facebook | Hispanic marketing | Netnography | Online brand community | Social media | Social media branding strategies | Social Web | Social web | Markenführung | Brand management | Hispano-Amerikaner | Hispanics | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
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