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Authors: Susanna Molander

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Journal Article

Brand Morphogenesis: The Role of Heterogeneous Consumer Sub-assemblages in the Change and Continuity of a Brand

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Susanna Molander and others

Journal of Consumer Research, Volume 49, Issue 5, February 2023, Pages 762–785, https://doi.org/10.1093/jcr/ucac009

Published: 28 February 2022

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Brand Morphogenesis: The Role of Heterogeneous Consumer Sub-assemblages in the Change and Continuity of a Brand

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