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Keywords: Luxury brands
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Journal Articles
Journal:
Corporate Governance
Corporate Governance (2022) 22 (3): 491–505.
Published: 16 August 2021
...Bárbara Castillo-Abdul; Ana Pérez-Escoda; Sabina Civila Purpose This paper aims to increase the understanding of luxury brands’ branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in their branded content. Design/methodology...
