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Keywords: Attribution theory
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Journal Articles
International Journal of Emerging Markets (2023) 18 (3): 685–704.
Published: 10 May 2021
... Asian markets effectively. Originality/value Using attribution theory, this is the first novel research study that empirically discussed the dimensions of perceived brand authenticity, brand love, and Asian millennials' behavior toward global brands. Asif Ali Safeer is the corresponding author...
