Keywords: Self-concept
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Journal Articles
Journal of Product & Brand Management (2021) 30 (7): 976–989.
Published: 31 August 2020
... perspective, a small number of past studies have begun to adopt the consumer-brand relationship perspective. These studies have explored the determinants that drive consumer-brand relationships and branded app outcomes (Li and Fang, 2019 ; Tseng and Lee, 2018) and have identified the role of self-concept...

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