Using “Memes” as a Marketing Communication Tool in Connecting with Consumers within the Age of Digital Connectivity
The modern globalisation and the expansion of multinational brands and social communications has resulted in the youth-consumer market of today being relentlessly exposed to increasing competitive multimedia messages and advertising. This research explored the impact of brand attitude, brand percep...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2021-05-01
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| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/11313 |