Moraru, Mădălina - In: Proceedings of the ENTRENOVA - ENTerprise REsearch … 7 (2021) 1, pp. 178-189
Brands’ perspectives on consumption and consumers have strongly changed during the pandemic because, lately, they have … focused on medical care and innovation. The context of advertising campaigns requires a different approach with specific … communication characteristics: safety, medical care, protection, family assistance. The present study focuses on the advertising …