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NTIS 바로가기International journal of emerging markets, v.18 no.3, 2023년, pp.685 - 704
Safeer, Asif Ali , He, Yuanqiong , Lin, Yuanyuan , Abrar, Muhammad , Nawaz, Zubair
PurposeIn the modern era, brand authenticity is one of the most powerful positioning strategies for sustainable business growth. This study investigated the impacts of perceived brand authenticity dimensions (i.e., quality commitment, heritage, sincerity) on brand love to predict Generation Y's beha...
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