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fMRI neuromarketing and consumer learning theory: Word-of-mouth effectiveness after product harm crisis

Melissa Yi-Ting Hsu, Julian Ming-Sung Cheng

European Journal of Marketing (2018) 52 (1-2): 199–223.

https://doi.org/10.1108/EJM-12-2016-0866

Published: 07 February 2018

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