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1
Cultural Paradoxes Reflected in Brand Meaning: Mcdonald=S in Shanghai China
Cultural Paradoxes Reflected in Brand Meaning: Mcdonald=S in Shanghai China
Giana M. Eckhardt, | Association for Consumer Research | 2002 ,
2
The Brand Extension Evaluation Process: Insights From the Continuum Model of Impression Formation
The Brand Extension Evaluation Process: Insights From the Continuum Model of Impression Formation
Ashwani Monga, | Association for Consumer Research | 2002 ,
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