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Jessica Vredenburg

Auckland University of Technology

AUT City Campus

Private Bag 92006

Auckland, 1142

New Zealand

  • Auckland University of Technology

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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