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Stereotyped and non-stereotyped advertising: revitalization of Mattel’s Iconic Barbie brand in the current context of feminine empowerment
Modelos plus size, casais homosexuais com filhos, mulheres em posições de lideranca, uma variedade de etnias e religiões representadas em propagandas de algumas das marcas mais renomadas do mundo. Apesar de estereótipos ...
Competing online: a netnographic study on twitch influencers
The research, through the analysis of four influencers and the interviews of their staff members aimed to outline the most successful strategies used in building strong personal brands and the related communities. After ...
Brand positioning in the pharmaceutical industry: content analysis applied to antiaging drugs
Under the shifting dynamics of pharmaceutical industries, companies must be responsive to adjust their strategies to the constantly evolving environment as well as predict future changes to be able to prepare and position ...