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Journal Articles

Cause marketing communications: Consumer inference on attitudes towards brand and cause

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Sridhar Samu, Walter Wymer
Journal: European Journal of Marketing
European Journal of Marketing (2014) 48 (7-8): 1333–1353.
https://doi.org/10.1108/EJM-04-2012-0226
Published: 08 July 2014
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Journal Articles

Impact of brand‐building activities and retailer‐based brand equity on retailer brand communities

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Sridhar Samu, Preeti Krishnan Lyndem, Reginald A. Litz
Journal: European Journal of Marketing
European Journal of Marketing (2012) 46 (11-12): 1581–1601.
https://doi.org/10.1108/03090561211259998
Published: 09 November 2012
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