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Keywords: Marketization
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Journal Articles
Journal of Historical Research in Marketing (2022) 14 (1): 24–47.
Published: 08 September 2021
...Jayne Krisjanous; Christine Hallett Purpose The aim of this paper is to demonstrate how a historical event packaged as an iconic heritage cultural brand can be marketized and modified over time to ensure brand longevity and continued emotional commitment and loyalty through the leverage of stories...
