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Who let the dogs out? : how underdog biographies told by family firms affect consumers’ brand attitude
Lude, Maximilian Joachim
;
Prügl, Reinhard
; …
- In:
The journal of product & brand management
32
(
2023
)
5
,
pp. 774-787
Persistent link: https://www.econbiz.de/10014315443
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