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The brand origin meaning transfer model (BOMT): an integrative theoretical model

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https://hal-amu.archives-ouvertes.fr/hal-01822322
Contributor : Yasmine El Alami <>
Submitted on : Sunday, June 24, 2018 - 11:03:35 PM
Last modification on : Wednesday, April 24, 2019 - 3:40:10 PM

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Simona d'Antone, Dwight Merunka. The brand origin meaning transfer model (BOMT): an integrative theoretical model. International Marketing Review, Emerald, 2015, 32 (6), pp.713 - 731. ⟨10.1108/IMR-09-2013-0175⟩. ⟨hal-01822322⟩

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