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Keywords: Champagne
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Journal Articles
Heterotopian selfies: how social media destabilizes brand assemblages
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2016) 50 (9-10): 1789–1813.
Published: 12 September 2016
... to the destabilization of brands as assemblages. Design/methodology/approach Insights are drawn from a critical visual content analysis of three popular champagne brand accounts and consumer-made selfies featuring these brands in Instagram. Findings This study shows how brands and branded selves intersect...
