TY  - JOUR
AU  - Clemente Mediavilla, Jorge
AU  - Sebastián Morillas, Ana Sebastian
PY  - 2018
DO  - 10.15581/003.31.2.25-38
SN  - 0214-0039
UR  - https://hdl.handle.net/20.500.14352/12538
T2  - Communication & Society
AB  - This paper is aimed at delving into the existence of obvious changes in the way of understanding brand communication in Spain. To this end, we drew from an initial theoretical framework, based on a bibliographic review of the brand concept, from the...
LA  - spa
M2  - 25
PB  - University of Navarra
KW  - Brand communication
KW  - Target audiences
KW  - New trends
KW  - Delphi
KW  - Focus Group
TI  - New discourses in brand communication in Spain: adaptation vs renewal of target audience.
TY  - journal article
VL  - 31
ER  -