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Keywords: Brand heritage
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Journal Articles
Journal of Historical Research in Marketing (2023) 15 (2): 98–120.
Published: 23 May 2023
... in their beliefs about older versions of the same brands. Historical narratives are generally reflected in brands’ heritage Butcher and (Pecot and Merchant, 2022 ; Volpert and Michel, 2022). Material cues for products include physical traces of wear and tear, deterioration, decay, serial numbers or dates...
