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Instructional Resorces

Brand: Identity, Image, and Relationships

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Liping Xiong, Vincent Cho, Kris MY Law & Lianne Lam. (2021) A study of KOL effectiveness on brand image of skincare products. Enterprise Information Systems 15:10, pages 1483-1500.
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Youssef Elhaoussine, Wanjin Li & Yixuan Li. 2023. Origin and Branding in International Market Entry Processes. Origin and Branding in International Market Entry Processes 161 191 .

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