The process of de-iconisation of an iconic brand : a genealogical approach
Year of publication: |
December 2017
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Authors: | Testa, Pierpaolo ; Cova, Bernard ; Cantone, Luigi |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 33.2017, 17/18, p. 1490-1521
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Subject: | Brand | mismatch | nostalgia | genealogy | iconisation | movie | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Filmwirtschaft | Film industry | Markenartikel |
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