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Transformative Branding: A Dynamic Capability To Challenge The Dominant Social Paradigm

Year: 2021

Type: article

Source: Journal of Macromarketing

DOI: 10.1177/02761467211043074

Authors: Amanda Spry, Bernardo Figueiredo, Lauren Gurrieri, Joya A. Kemper, Jessica Vredenburg

Institutions: RMIT University, University of Auckland, Auckland University of Technology

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W3206548136

FWCI: 5.635

Cites: 110

Cited by: 61

Related to: 10