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May 10, 2016Psychology and Marketing283 citations

Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management's Passion for its Products

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JMJulie Guidry MoulardRRRandle D. RaggioJFJudith Anne Garretson Folse

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Moulard et al. (2016) studied this question.

synapsesocial.com/papers/69dd6181ae7c4d5b291010b6https://doi.org/10.1002/mar.20888
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