Building Brands for the Emerging Bicultural Market: The Appeal of Paradox Brands

Rodas, Maria A ; John, Deborah Roedder ; Torelli, Carlos J Puntoni, Stefano ; Campbell, Margaret C

The Journal of consumer research, 2021-12, Vol.48 (4), p.633-650 [Periódico revisado por pares]

Oxford University Press

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