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Keywords: Brand selfie
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2016) 50 (9-10): 1814–1834.
Published: 12 September 2016
...Caterina Presi; Natalia Maehle; Ingeborg Astrid Kleppe Purpose The purpose of this paper is to explore the brand selfie phenomenon on two different levels. On the level of consumer brand experiences, the focus is on how brand selfie practices add new features to brand experiences and consumer...
