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- W2736554793 abstract "Marketing has often been directly applied to electoral campaigns as it can be seen in the extensive use of highly ranked branding. In Spain, the most representative has been provided by Jose Luis Rodriguez Zapatero’s 2004 general election campaign which relied on the use of the initials ZP, thereby bearing a risky bet as well as a communicative innovation." @default.
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- W2736554793 date "2011-01-01" @default.
- W2736554793 modified "2023-09-28" @default.
- W2736554793 title "The Branding of a Political Acronym: The Case of ZP in the 2004 General Elections in Spain" @default.
- W2736554793 hasPublicationYear "2011" @default.
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