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“Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists
Author(s):
Samuel Kristal
,
Carsten Baumgarth
,
Jörg HENSELER
,
Jorg Henseler
Publication date:
2018
Journal:
Journal of Product & Brand Management
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Special feature: Lessons Learned From Professional Doctorates
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DOI::
10.1108/JPBM-01-2017-1405
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