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In Brands We Trust? A Multicategory, Multicountry Investigation of Sensitivity of Consumers. Trust in Brands to Marketing-Mix Activities
Authors: Rajavi, Koushyar Kushwaha, Tarun Steenkamp, Jan-Benedict E M
Citation: Rajavi, Koushyar et al., In Brands We Trust? A Multicategory, Multicountry Investigation of Sensitivity of Consumers. Trust in Brands to Marketing-Mix Activities, Journal of consumer research JCR;Consumer research , 46(4), 2019, pp. 651-670
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