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Academic Journal

In Brands We Trust? A Multicategory, Multicountry Investigation of Sensitivity of Consumers' Trust in Brands to Marketing-Mix Activities.

Authors : Rajavi, Koushyar (AUTHOR) ; Kushwaha, Tarun (AUTHOR); Steenkamp, Jan-Benedict E M (AUTHOR)

Source: Journal of Consumer Research. Dec2019, Vol. 46 Issue 4, p651-670. 20p. 2 Diagrams, 5 Charts, 3 Graphs.

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