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Keywords: Marcas
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2020) 24 (1): 133–151.
Published: 03 December 2019
... identifica posibles consecuencias negativas que los ataques colaborativos online contra las marcas podrían tener en las relaciones marca-consumidor. Para ello se adopta la perspectiva del participante en el ataque colaborativo mediante un análisis pormenorizado del contenido que los usuarios generan durante...
