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Keywords: Transformation
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Journal Articles
European Journal of Marketing (2025) 59 (13): 240–271.
Published: 04 September 2025
... and secondary emotional states leaves space for a potential transformation of the identity within the experience. Research limitations/implications The authors argue that the interplay between emotional states and identity becomes particularly relevant and thus transferable in cases where the experience...
Journal Articles
European Journal of Marketing (2019) 53 (8): 1504–1520.
Published: 25 February 2019
...Nikhilesh Dholakia; A. Fuat Firat Purpose The purpose of this paper is not to present a crystal ball, but to outline the conceptual strands – some already evident, others only dimly perceivable in emergent forms – that might drive the coming transformations and to weave the strands...
Journal Articles
European Journal of Marketing (2018) 52 (11): 2207–2213.
Published: 14 September 2018
...Shelagh Ferguson Purpose This paper aims to elucidate health-related transformations experienced by an individual. Building from personal experience offers an understanding of the relational dynamics at play within health transformations, which makes a contribution to realising and facilitating...

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