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Keywords: Online branding
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Journal Articles
Journal of Product & Brand Management (2020) 29 (3): 307–320.
Published: 12 August 2019
... adoption for four important areas of the branding literature are canvassed (i.e. brand positioning and corporate brand image, consumer–brand relationships, online brand communication and consumers’ trust in the brand). Also, a future-oriented discussion is provided that highlights some important avenues...
