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Journal Articles

When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos

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Tyler Milfeld, Daniel J. Flint
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2021) 30 (4): 532–548.
https://doi.org/10.1108/JPBM-10-2019-2606
Published: 20 May 2020
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