Keywords: Health functional foods
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Journal Articles
British Food Journal (2020) 122 (2): 617–634.
Published: 04 December 2019
...Jisun Lee; Lana Chung Purpose The purpose of this paper is to empirically analyze how brand authenticity (BA) as perceived by consumers who take health functional foods (HFF) strengthen the brand relationship quality (BRQ) and positively affects brand loyalty. Design/methodology/approach...

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