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Keywords: Consumption activity
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (4): 965–990.
Published: 26 February 2026
... to manage the meanings associated with their brand’s consumption activity in an effort to align brand and activity meanings. Originality/value This research extends the notion that consumer change facilitates activity appropriation by revealing that consumer change then shifts from being necessary...
