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How do consumers respond to brand activism campaigns? : exploring the relationship between authenticity, brand value congruence, brand identification, and political ideology
D'Arco, Mario
;
Cammarota, Antonella
;
Marino, Vittoria
; …
- In:
Journal of global marketing
37
(
2024
)
4
,
pp. 264-281
Persistent link: https://www.econbiz.de/10015192617
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