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A marketing commonplace repeated to exhaustion is the one that says that “ advertising is the soul of the business”. It would be the main means for a brand to consolidate itself in the market, show its benefits, be remembered by the public and gain consumer preference. However, despite the insistenc...

In recent years, the idea that, in the information and communication society, the customer is increasingly empowered has become commonplace . It has a myriad of data at the distance of a few clicks, it can access genuine opinions from other buyers and, in addition , there is much more offer and comp...