Leveraging brand coolness for building strong consumer-brand relationships: different implications for products and services
The journal of product & brand management, 2024-02, Vol.33 (2), p.258-272 [Peer Reviewed Journal]Emerald Publishing Limited ;Emerald Publishing Limited. ;ISSN: 1061-0421 ;EISSN: 2054-1643 ;DOI: 10.1108/JPBM-05-2023-4476
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