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2-C: “We Are Breaking Up”: the Direct and Mediating Effects of Conceptual Metaphors on Brand Relationships

Alberto Lopez
4
,
Martin Reimann
20
,
Raquel Castaño
10
ACR North American Advances
Published: Jan 1, 2017
Abstract
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Paper Details
Title
2-C: “We Are Breaking Up”: the Direct and Mediating Effects of Conceptual Metaphors on Brand Relationships
Published Date
Jan 1, 2017
Journal
ACR North American Advances
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