It is through their own words that the indigenous can be seen as more fully human, as in this Nahuatl lament over the conquest: "Broken spears lie in the roads; we have torn our hair in our grief….We have pounded our hands in despair against the adobe walls, for our inheritance, ...
Journal of the Academy of Marketing Science (2023) 51:1284–1304 https://doi.org/10.1007/s11747-022-00861-y ORIGINAL EMPIRICAL RESEARCH Once they've been there, they like to share: capitalizing on ephemerality and need for uniqueness to drive word of mouth for brands with pop-up stores ...