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Journal Articles
Journal of Product & Brand Management (2025) 34 (6): 832–846.
Published: 16 May 2025
...Daeun Chloe Shin; Byoungho Ellie Jin Purpose For a digital fashion startup, being acquired by a large company can be a viable growth strategy, but consumers may view it as a departure from the startup’s original identity and question its commitment to core values, its perceived brand authenticity...
