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Keywords: Resurrection
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Journal Articles
Journal of Historical Research in Marketing (2023) 15 (2): 98–120.
Published: 23 May 2023
... repositioning concept that could be applied to resurrect declining brands. Findings The emergent historically-grounded brand-pastness framework generates innovative insights that could be applied in the future. These insights explain when, why and how brand managers could apply brand-pastness to resurrect...
