@misc{9224150,
  author       = {{Eriksoo, Linn and Leitgeb, Elisa and Secretin, Lucie}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}},
  title        = {{"Tiffany Who? Not Your Mother’s Anyway": When Reinvention Turns Into Alienation}},
  year         = {{2026}},
}