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Innovative branding approaches are emerging since the fundamentals of brand management are being called into question. This scenario has been enhanced by COVID-19, which has brought profound impacts from which a different world will emerge. Building on this, the purpose of this study is twofold....
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Bono's Product (RED) initiative was created to raise awareness and money for The Global Fund to Fight AIDS, Tuberculosis and Malaria by teaming up with major corporations to market RED co-branded products. RED has been built upon the principle that "hard commerce" can be an appropriate vector...
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