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Lingue e Linguaggi UN'ANALISI SUI COMMENTI IN INGLESE NELLE WEB-COMMUNITY DEI LUXURY BRAND Spunti per le strategie del marketing del lusso 'Made in Puglia' 1
unpublished
Luxury brands are increasingly interested in developing digital marketing strategies that are able to attract new customers and improve brand perceptions. At the same time, however, the online context has become untrusted by luxury brands, due to the potential risk of losing control over brand image because of intense interaction with customers through the Web. In spite of this criticality, only few academic studies have investigated the way consumers interact with luxury brands within online
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