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The role of personas and the co-authoring of brand meanings in effectual branding.

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Title: The role of personas and the co-authoring of brand meanings in effectual branding.
Authors: Winroth, Karin1 (AUTHOR) karin.winroth@sh.se, Larsson Segerlind, Tommy1 (AUTHOR)
Source: Journal of Marketing Management. May2026, p1-22. 22p. 1 Illustration.
Database: Business Source Ultimate
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Header DbId: bsu
DbLabel: Business Source Ultimate
An: 193908673
AccessLevel: 2
PubType: Academic Journal
PubTypeId: academicJournal
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IllustrationInfo
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  Data: The role of personas and the co-authoring of brand meanings in effectual branding.
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing+Management%22">Journal of Marketing Management</searchLink>. May2026, p1-22. 22p. 1 Illustration.
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=193908673
RecordInfo BibRecord:
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    Identifiers:
      – Type: doi
        Value: 10.1080/0267257x.2026.2674034
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      – Code: eng
        Text: English
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      Pagination:
        PageCount: 22
        StartPage: 1
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      – TitleFull: The role of personas and the co-authoring of brand meanings in effectual branding.
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            NameFull: Winroth, Karin
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            NameFull: Larsson Segerlind, Tommy
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          Dates:
            – D: 22
              M: 05
              Text: May2026
              Type: published
              Y: 2026
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            – Type: issn-print
              Value: 0267257X
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            – TitleFull: Journal of Marketing Management
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