Keywords: Anthropological perspective
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Journal Articles
Management Research Review (2022) 45 (6): 735–759.
Published: 17 September 2021
... foundations. Sahlins (1961) was the origin of the anthropological perspective of brand tribalism. The author Sahlins (1961 , p. 326) affirmed: “considered as the territorial entity that collectively defends itself against the outside while maintaining the peace internally, the political unit of tribal...

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