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Journal: J. Theor. Appl. Electron. Commer. Res., 2024
Volume: 19
Number: 151
Article:
When Brands Push Us Away: How Brand Rejection Enhances In-Group Brand Preference
Authors:
by
Taiyang Zhao, Ziwei Liang, Yuqi Du, Ershuai Huang and Yun Zou
Link:
https://www.mdpi.com/0718-1876/19/4/151
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