WHEN IS AFFECTIVELY NEGATIVE SELF-PRESENTATION DESIRED? A DOMINANCE-SIGNALLING ACCOUNT IN CONSUMER REFERENCE FOR NEGATIVE BRANDING

Bachelor's

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Bibliographic Details
Main Author: MARIA NG RUI YI
Other Authors: NUS Business School
Format: Theses and Dissertations
Published: 2018
Online Access:http://scholarbank.nus.edu.sg/handle/10635/147514
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Institution: National University of Singapore