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Keywords: Social memory assets
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Journal Articles
Journal of Historical Research in Marketing (2022) 14 (1): 111–129.
Published: 28 December 2021
...). Originality/value The research shows that the main mechanism for constituting social memory assets does not lie in the accumulation of narratives, but in the coupling of narratives at different levels, and in the inclusion of several stakeholders within the narratives. The research also highlights...
