@article {Moody:2018:2045-855X:316,
author = "Moody, Daryn",
title = "Editorial",
journal = "Journal of Brand Strategy",
volume = "6",
number = "4",
year = "2018",
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pages = "316-317",
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@article {Barston:2018:2045-855X:318,
author = "Barston, Suzanne and Boix, Javier and Hoff, Elizabeth and Pajak, Rebekah",
title = "Content marketing at AbbVie",
journal = "Journal of Brand Strategy",
volume = "6",
number = "4",
year = "2018",
itemtype = "article",
issn = "2045-855X",
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@article {Gregory:2018:2045-855X:328,
author = "Gregory, James R.",
title = "Performance with purpose: ThePepsiCo challenge",
journal = "Journal of Brand Strategy",
volume = "6",
number = "4",
year = "2018",
itemtype = "article",
issn = "2045-855X",
eissn = "2045-8568",
publication date ="2018-03-01T00:00:00",
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@article {Miller:2018:2045-855X:356,
author = "Miller, Peg",
title = "Surviving and thriving during the next marketing technology implementation: Best practices for modern marketers",
journal = "Journal of Brand Strategy",
volume = "6",
number = "4",
year = "2018",
itemtype = "article",
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@article {Mizera:2018:2045-855X:362,
author = "Mizera, Sue and Risch, James",
title = "Debunking the ten most common myths SMEs have about branding: Why SMEs need real branding to succeed",
journal = "Journal of Brand Strategy",
volume = "6",
number = "4",
year = "2018",
itemtype = "article",
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@article {Bernal-Merino:2018:2045-855X:380,
author = "Bernal-Merino, Miguel",
title = "Quantum identity and the enhancement of communication",
journal = "Journal of Brand Strategy",
volume = "6",
number = "4",
year = "2018",
itemtype = "article",
issn = "2045-855X",
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@article {Nair:2018:2045-855X:392,
author = "Nair, Mohan",
title = "Uncovering the foundational habits of a customer experience brand",
journal = "Journal of Brand Strategy",
volume = "6",
number = "4",
year = "2018",
itemtype = "article",
issn = "2045-855X",
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@article {Turner:2018:2045-855X:397,
author = "Turner, Jamie and Shah, Reshma and Jain, Varsha",
title = "How brands are using nonlinear marketing to address consumer resistance to traditional marketing strategies",
journal = "Journal of Brand Strategy",
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number = "4",
year = "2018",
itemtype = "article",
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