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Keywords: Brand readiness
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (2): 337–368.
Published: 05 January 2026
... evolution regarding NATs. Practical implications Managers can apply the proposed frameworks to evaluate NAT branding readiness, mitigate reputational risk, and align innovation efforts with market signaling and stakeholder trust. Social implications The findings highlight that branding NATs...
