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"Which Brand Will You Not Select? Investigating Oppositional Brand Loyalty ..."

Ying-Feng Kuo, Jian-Ren Hou (2014)

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DOI: 10.1145/2684103.2684167

access: closed

type: Conference or Workshop Paper

metadata version: 2018-11-06

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Ying-Feng Kuo, Jian-Ren Hou:
Which Brand Will You Not Select? Investigating Oppositional Brand Loyalty from the Perspectives on Social Identity Theory and Emotions. MoMM 2014: 421-427

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