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Keywords: Brand-pastness
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Journal Articles
Journal of Historical Research in Marketing (2023) 15 (2): 98–120.
Published: 23 May 2023
... their more desirable historical market positions. Design/methodology/approach This conceptual paper combines marketing and branding theory with historical branding examples, anecdotes and inductive inferences to develop and justify brand-pastness as a theoretically-grounded and managerially-actionable...
