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

Crossref DOI link: https://doi.org/10.1057/s41262-026-00428-0

Published Online: 2026-02-11

Published Print: 2026-03

Update policy: https://doi.org/10.1007/springer_crossmark_policy

Authors

Ind, Nicholas

Aldogan Eklund, Andreas

Helmefalk, Miralem
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Text and Data Mining valid from 2026-02-11

Version of Record valid from 2026-02-11
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Article History

Revised: 22 January 2026

Accepted: 22 January 2026

First Online: 11 February 2026