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Sizing up without selling out : the role of authenticity in maintaining long-run consumer support for successful underdog brands
Siemens, Jennifer Christie
;
Weathers, Danny
;
Smith, Scott
; …
- In:
Journal of advertising
49
(
2020
)
1
,
pp. 78-97
Persistent link: https://www.econbiz.de/10012201584
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