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How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness

Debashree Roy Bhattacharjee, Abhisek Kuanr, Neeru Malhotra, Debasis Pradhan, Tapas Ranjan Moharana

International Marketing Review (2023) 40 (6): 1480–1508.

https://doi.org/10.1108/IMR-09-2022-0206

Published: 01 November 2023

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