How does a Brand Ally Affect Consumer Evaluations of a Focal Brand?
Year of publication: |
2012
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Authors: | Voss, Kevin E. ; Gammoh, Bashar S. ; Fang, Xiang |
Published in: |
Psychology & marketing. - New York, NY : Wiley, ISSN 0742-6046, ZDB-ID 2269338. - Vol. 29.2012, 12, p. 929-941
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