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Swaminathan, V., Sorescu, A., Steenkamp, J.E.M., O’Guinn, T.C.G. and Schmitt, B. (2020) Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries. Journal of Marketing, 84, 24-46.
https://doi.org/10.1177/0022242919899905

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