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Keywords: Transparency
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Journal Articles
Keeping it real with Bruce Springsteen: How a celebrity brand survives via narrative, authenticity and transparency
Available to Purchase
Qualitative Market Research: An International Journal (2019) 22 (3): 414–434.
Published: 10 June 2019
... that brands can sustain success through such tactics as existential authenticity, transparency and charity. His fans co-opt his music and co-create their own stories, which are enabled through Springsteen's use of universal themes and vivid details. In terms of a branding paradigm, he adapts to the post...
