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Keywords: Technology branding
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (2): 337–368.
Published: 05 January 2026
.... Branding decisions are best understood as adaptive processes rather than static designations. Research limitations/implications This study provides a theoretical foundation for future empirical research on technology branding, particularly in operationalizing readiness and examining brand equity...
