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. |
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| 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 |
| ISSN: | 0267257X |
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| DOI: | 10.1080/0267257x.2026.2674034 |
