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Keywords: Marketing system
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (2): 387–425.
Published: 23 December 2022
... is adopted to integrate the extant branding research perspectives. The conceptual framework is grounded in the theoretical foundation of marketing systems theory. Findings The conceptual framework delineates brand inputs, throughputs, outcomes and feedback effects within a brand system. It configures...
