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Keywords: Fiction
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2009) 27 (6): 818–832.
Published: 18 September 2009
... that there are several distinctive modes of “reading a brand” and evaluates their implications for the future of the Harry Potter franchise. Stephen Brown can be contacted at: sfx.brown@ulster.ac.uk © Emerald Group Publishing Limited 2009 Narratives Consumer behaviour Books Fiction Reading...
