# License to Assemble: Theorizing Brand Longevity

> Research article (Journal of Consumer Research, 2018) · cited 65× · AI/ML

**Wikidata**: [openalex:W2904965438](https://www.wikidata.org/wiki/openalex:W2904965438)  
**Source**: https://4ort.xyz/entity/license-to-assemble-theorizing-brand-longevity