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Keywords: Differentiations
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Journal Articles
Marketing communication strategies used by high-tech companies: the case of artificial intelligence brands
Available to Purchase
Corporate Communications: An International Journal 1–21.
Published: 26 September 2025
... strategies, revealing that while they seek differentiation, their communication often converges within the “3B's” framework (“Brand,” “Brand & Others” and “Buzzwords”). These themes function as narrative trajectories in AI branding, providing a theoretical–practical model for online brand communication...
