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Keywords: Wellbecoming
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2026) 40 (5): 577–581.
Published: 11 June 2026
... on wellbecoming. It draws attention to strengths and agency alongside vulnerability, as well as to intergenerational and social dynamics. The editorial also positions dignity and care as guiding logics for understanding services. Originality/value The contribution of this editorial lies in making visible...
