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Leveraging top dog channels for underdog brand building strategy: understanding how coupon campaigns drive top dog channel satisfaction and underdog brand loyalty

Naser Valaei, Sajad Rezaei, Naghmeh Sabermajidi, SeeKwong Goh

Asia-Pacific Journal of Business Administration (2026) 18 (2): 501–523.

https://doi.org/10.1108/APJBA-02-2024-0066

Published: 24 June 2025

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