Transformative branding : a dynamic capability to challenge the dominant social paradigm
Year of publication: |
2021
|
---|---|
Authors: | Spry, Amanda ; Figueiredo, Bernardo ; Gurrieri, Lauren ; Kemper, Joya A. ; Vredenburg, Jessica |
Published in: |
Journal of macromarketing. - Thousand Oaks, Calif. : Sage, ISSN 1552-6534, ZDB-ID 2068181-1. - Vol. 41.2021, 4, p. 531-546
|
Subject: | dominant social paradigm | dynamic capabilities | hybrid logics | market shaping | transformative branding | Dynamische Kompetenzen | Dynamic capabilities | Markenführung | Brand management | Marketingtheorie | Marketing theory |
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