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Keywords: Heritage
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2011) 45 (5): 780–804.
Published: 31 May 2011
...Roger Bennett; Finola Kerrigan; Daragh O'Reilly; Heath McDonald Purpose Attempts to increase public participation in heritage‐related activities have had mixed success. This research seeks to understand the degree to which people value heritage, what influenced their degree of engagement...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2009) 43 (3-4): 551–562.
Published: 03 April 2009
... in a mass‐market context, rather than a luxury market setting, seeks to assert authenticity. © Emerald Group Publishing Limited 2009 Brands Product positioning Heritage Authenticity has become an important dimension of brand identity as marketing managers seek to create stronger brands...
