Keywords: Live show
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Journal Articles
Arts and the Market (2017) 7 (1): 101–130.
Published: 02 May 2017
.... A multimodal reading grid is offered to this end. Originality/value From a branding point of view, this study constitutes the first one that theorizes the live show spectacle as the manifest discourse whereupon brand image and brand values are edified, with an emphasis on the dance mode, over and above...

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