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A Case Study of “The Very Hungry Caterpillar” Evolving from Picture Book into Brand:
Published 2021-09-01“…This paper is a case study of how the popular picture book “The Very Hungry Caterpillar” by Eric Carle, which has an outstanding track record of a cumulative circulation of 8 million copies, has expanded its market as a brand, with examination of the factors associated with the brand growth. …”
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