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Journal Articles
Exploring the evolution of consumer attitude from followers to brand enthusiasts: an experiential learning perspective on social media
Available to Purchase
Qualitative Market Research: An International Journal (2024) 27 (2): 231–253.
Published: 08 January 2024
Journal Articles
Brand expansion through reverse socialization: an example of iPhone in China
Available to Purchase
Qualitative Market Research: An International Journal (2020) 23 (1): 1–20.
Published: 05 February 2020
