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Keywords: Brand transformation
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Journal Articles
Ch‐Ch‐changes: the geology of artist brand evolutions
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (12): 3617–3651.
Published: 02 November 2022
... is constrained by meanings in past strata over time. Withdrawal from the marketplace and the use of silence as a communicative practice enabling brand transformations. Originality/value The geology of assemblage perspective offers a more nuanced understanding of brand changes over time beyond...
