New discourses in brand communication in Spain: adaptation vs. renewal of target audience
This paper delves into the existence of obvious changes in the way of understanding brand communication in Spain. To this end, we drew from an initial theoretical framework, based on a bibliographic review of the brand concept, from the point of view of communication, social trends and brand experie...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Navarra
2018-06-01
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| Series: | Communication & Society (Formerly Comunicación y Sociedad) |
| Subjects: | |
| Online Access: | https://revistas.unav.edu/index.php/communication-and-society/article/view/35707 |