Keywords: Market dynamics
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Journal Articles
European Journal of Marketing (2015) 49 (9-10): 1563–1588.
Published: 14 September 2015
..., 1995 ; Thornton, 1995), political and aesthetic deviance (Heath and Potter, 2005) and authenticity paradoxes (Rose and Wood, 2005 ; Beverland et al., 2010). Although the links between countercultural and mainstream market dynamics have been widely recognized, notably through theories of co...

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