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Systematic Theory Mapping: Deciphering Causal Complexity of Brand Externalities.

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Bibliographic Details
Title: Systematic Theory Mapping: Deciphering Causal Complexity of Brand Externalities.
Authors: Padela, Shoaib M. Farooq1 (AUTHOR) shoaib.shoaib@aut.ac.nz, Wooliscroft, Ben1 (AUTHOR), Ganglmair-Wooliscroft, Alexandra2 (AUTHOR)
Source: Journal of Macromarketing. Mar2024, Vol. 44 Issue 1, p81-115. 35p.
Database: Business Source Ultimate
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ISSN:02761467
DOI:10.1177/02761467231157616