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Keywords: Branding community
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (9): 2432–2458.
Published: 12 July 2023
...-creation Brand co-destruction Sustainability Stakeholder engagement Stakeholder empowerment Performativity Branding community A key evolution in the field of branding involves the opening up of branding processes by adopting a multi-stakeholder perspective. This reflects the developments...
