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1. Navigating the Unknown: A Study on How the Brand Manager Role Evolves in Response to the Metaverse as a New Branding Context
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : The evolution of the digital landscape through emerging technologies presents brand managers with a new context for managing their brand: the metaverse. This thesis investigates how the role of the brand manager and the related brand management practices evolve in response to this. LÄS MER
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