‘Why Do It?’ Revoicing an iconic brand for an anxious generation

Journal of Brand Management 2026 Open access

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Authors: Nicholas Ind, Andreas Aldogan Eklund, Miralem Helmefalk
DOI: 10.1057/s41262-026-00428-0
Cited by: 0
References: 22

Fields of Study & Subjects

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

Publication details

Journal / source
Journal of Brand Management
Volume
33
Issue
2
Pages
200–204
Publication date
11 February 2026
Language
EN