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Keywords: Identity expressiveness
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2020) 37 (2): 241–259.
Published: 16 April 2020
...Eunjoo Cho; Jiyoung Hwang Purpose The purpose of this study is to investigate whether and how the effects of cognitive, sensory and affective brand associations on brand love (a core driver of brand loyalty) differ by perceived brand origin (domestic vs imported) and identity expressiveness (low...
