Immunizing customers against negative brand-related information
Journal of the Academy of Marketing Science, 2024, Vol.52 (1), p.140-163 [Peer Reviewed Journal]The Author(s) 2023 ;The Author(s) 2023. This work is published under http://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 0092-0703 ;EISSN: 1552-7824 ;DOI: 10.1007/s11747-023-00929-3
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