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Exploring the brand gratitude paradigm at BOP in the context of emerging markets.

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Bibliographic Details
Title: Exploring the brand gratitude paradigm at BOP in the context of emerging markets.
Authors: Bhattacharya, Subhajit1 (AUTHOR) tobesubho@gmail.com, Dalal, Arunava2 (AUTHOR)
Source: International Review on Public & Non Profit Marketing. Sep2024, Vol. 21 Issue 3, p789-816. 28p.
Database: Business Source Ultimate
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ISSN:18651984
DOI:10.1007/s12208-024-00403-y