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Keywords: Ethnic minorities
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Journal Articles
The Supermalt identity: how Brixton‐based Afro‐Caribbean consumers construct a Danish malt beer brand as one of their own
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Journal of Product & Brand Management (2007) 16 (1): 5–15.
Published: 06 March 2007
.... Practical implications The Supermalt brand represents an interesting case for companies aiming to develop strong brands with a limited marketing budget. Based on the Supermalt case, suggestions are made regarding branding in relation to ethnic minorities. Originality/value This article provides a study...
