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Mrinal Kanti Paul
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Journal Articles
Monetary discounts, metaphoric communication and mass prestige based branding: a comprehensive assessment
Available to PurchaseManish Das, Charles Jebarajakirthy, Balaji M.S., Victor Saha, Mrinal Kanti Paul, Achchuthan Sivapalan
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (10): 2319–2357.
Published: 09 October 2024
Includes: Supplementary data
