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Fei, Zhou ; Jian, Mou ; Qiulai, Su ; Yen Chun, Jim. (2020) How does consumers Perception of Sports Stars Personal Brand Promote Consumers€™ brand love? A mediation model of global brand equity.
In: Journal of Retailing and Consumer Services. RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919309385.

Full description at Econpapers

cites:

Chang, E.C. Influences of the spokes-character on brand equity antecedents. 2014 Asia Pac. J. Mark. Logist.. 26 494-515

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