License to Assemble: Theorizing Brand Longevity
License to Assemble: Theorizing Brand Longevity
About this item
Full title
Author / Creator
Publisher
Oxford University Press
Journal title
Language
English
Formats
Publication information
Publisher
Oxford University Press
More information
Scope and Contents
Contents
This study delineates the process of brand longevity: the achievement of social salience and ongoing consumer engagement over a sustained period. Our study contributes to branding theory by proposing a multilevel approach to understanding brand longevity through application of an assemblage perspective to answer the question: how do serial brands a...
Alternative Titles
Full title
License to Assemble: Theorizing Brand Longevity
Authors, Artists and Contributors
Author / Creator
Identifiers
Primary Identifiers
Record Identifier
TN_cdi_crossref_primary_10_1093_jcr_ucy076
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_crossref_primary_10_1093_jcr_ucy076
Other Identifiers
ISSN
0093-5301
E-ISSN
1537-5277
DOI
10.1093/jcr/ucy076
