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Lauren Gurrieri

Royal Melbourne Institute of Technology (RMIT University)

124 La Trobe Street

Melbourne, 3000

Australia

  • Royal Melbourne Institute of Technology (RMIT University)

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Transformative Branding: A Dynamic Capability to Challenge the Dominant Social Paradigm

Journal of Macromarketing, 41(4), 531-546. DOI: 10.1177/02761467211043074.
Posted: 12 Apr 2022
Amanda Spry, Bernardo Figueiredo, Lauren Gurrieri, Joya Kemper and Jessica Vredenburg
Royal Melbourne Institute of Technology (RMIT University), RMIT University, Royal Melbourne Institute of Technology (RMIT University), University of Canterbury and Auckland University of Technology

Abstract:

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transformative branding, hybrid logics, dynamic capabilities, market shaping, dominant social paradigm