The activist brand and the transformational power of resistance : towards a narrative conceptual framework
Year of publication: |
2024
|
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Authors: | Andersen, Sophie Esmann ; Johansen, Trine Susanne |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 31.2024, 2, p. 140-152
|
Subject: | Activist brand | Antenarrative | Counternarrative | Cultural brand | Micro-level | Narrative | Markenführung | Brand management | Narrative Methode | Narrative method | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand |
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