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Keywords: Brand creation
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (8): 2022–2057.
Published: 31 July 2026
... by showing how brand value and eWOM dynamics shape brand creation in decentralized and speculative markets. It shows that digital discourse can simultaneously function as a mechanism of brand amplification and as a potential signal of speculative overvaluation. To the best of the authors’ knowledge...
