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Artículo
Brand Community and Symbolic Interactionism: A Literature Review
(Review of Communication Research, 2023)
This paper reviews and synthesizes existing literature on symbolic interactionism (SI) and on brand communities (BCs). On the one hand, we identified an interest on SI as a sociological perspective to address a wide range ...
Artículo
Celebrities, Advertising Endorsement, and Political Marketing in Spain: The Popular Party’s April 2019 Election Campaign
(Taylor & Francis Inc., 2021)
One of political marketing’s theoretical tenets is the translation of commercial advertising techniques to politics. This paper focuses on celebrity endorsement as a commercial technique which is translated into political ...