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Journal Articles Marketing Intelligence and Planning Year : 2013

The impact of customer‐company identification on consumer reactions to new corporate initiatives

T.C. Melewar
  • Function : Author
Rohail Ashraf
  • Function : Author
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hal-01822311 , version 1 (31-05-2023)

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Attribution - NonCommercial

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T.C. Melewar, Rohail Ashraf, Dwight Merunka. The impact of customer‐company identification on consumer reactions to new corporate initiatives. Marketing Intelligence and Planning, 2013, 31 (5), pp.489 - 507. ⟨10.1108/MIP-04-2013-0065⟩. ⟨hal-01822311⟩
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