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Keywords: New-age technologies (NATs)
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (2): 337–368.
Published: 05 January 2026
...V. Kumar; Philip Kotler; Bharath Rajan Purpose This study aims to explore the strategic questions of whether, when and how organizations should brand new-age technologies (NATs). It examines how these technologies warrant new brand architecture logics and frameworks for aligning branding...
