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Keywords: Closure
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Journal Articles
Journal of Product & Brand Management (2023) 32 (8): 1274–1286.
Published: 25 July 2023
... Brand authenticity Qualitative research Closure Brand inauthenticity Narrative brands Narrative ending Brand authenticity is a crucial aspect of understanding brands (Moulard et al., 2021 ; Osorio et al., 2022) and determining the strength of a consumer–brand relationship...
