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Journal: Journal of Theoretical and Applied Electronic Commerce ResearchVolume: 19Number: 151
Article: When Brands Push Us Away: How Brand Rejection Enhances In-Group Brand Preference
  • Authors:
  • Taiyang Zhao1,
  • Ziwei Liang1 and
  • Yuqi Du2,*
  • et al.
Link: https://www.mdpi.com/0718-1876/19/4/151

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