The rejection of brand hegemony

Cromie, John G and Ewing, Mike T 2009, The rejection of brand hegemony, Journal of Business Research, vol. 62, no. 2, pp. 218-230, doi: 10.1016/j.jbusres.2008.01.029.

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Title The rejection of brand hegemony
Author(s) Cromie, John G
Ewing, Mike TORCID iD for Ewing, Mike T
Journal name Journal of Business Research
Volume number 62
Issue number 2
Start page 218
End page 230
Total pages 13
Publisher Elsevier
Place of publication New York, NY
Publication date 2009
ISSN 0148-2963
Keyword(s) Anti-consumption
Brand hegemony
Open source
Brand dominance
Language eng
DOI 10.1016/j.jbusres.2008.01.029
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2009, Elsevier
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Document type: Journal Article
Collection: School of Management and Marketing
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