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Congruent versus Incongruent Branding for Emerging Market Firms

Lookup NU author(s): Dr Saurabh Bhattacharya

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Publication metadata

Author(s): Agnihotri A, Bhattacharya S

Publication type: Article

Publication status: Published

Journal: Journal of International Consumer Marketing

Year: 2021

Volume: 33

Issue: 2

Pages: 226-237

Online publication date: 18/05/2020

Acceptance date: 07/05/2020

Date deposited: 28/06/2020

ISSN (print): 0896-1530

ISSN (electronic): 1528-7068

Publisher: Taylor & Francis

URL: https://doi.org/10.1080/08961530.2020.1767528

DOI: 10.1080/08961530.2020.1767528


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