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Journal of Marketing Analytics 2020 / 7

Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth

Lopez, Alberto, Guerra, Eva, Gonzalez, Beatriz, Madero, Sergio
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Journal:
Journal of Marketing Analytics
DOI:
10.1057/s41270-020-00085-5
Date:
July, 2020
File:
PDF, 1.34 MB
2020
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