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Keywords: Folk hero
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Journal Articles
Journal:
Arts and the Market
Arts and the Market (2022) 12 (3): 197–214.
Published: 06 October 2022
... marketing and cultural consumption practices (Paterson, 2017). Our narrative approach (Czarniawska, 1997) seeks to reassess and reposition cultural heroes as both folk hero (Hallsworth, 2017) and anti-hero (Neimneh, 2013). We locate our ideas in the marketing domain by exploring theory debates that we...
