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Journal Articles

Driving COBRAs: the power of social media marketing

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Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger III, Mauro Jose De Oliveira
Journal: Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (3): 361–376.
https://doi.org/10.1108/MIP-11-2019-0583
Published: 26 August 2020
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Journal Articles

Driving consumer–brand engagement and co-creation by brand interactivity

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Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger, Mauro Jose De Oliveira
Journal: Marketing Intelligence & Planning
Marketing Intelligence & Planning (2020) 38 (4): 523–541.
https://doi.org/10.1108/MIP-12-2018-0587
Published: 18 May 2020
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