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Das, Manish, Jebarajakirthy, Charles, M.S., Balaji, Saha, Victor ORCID: https://orcid.org/0000-0001-9443-8123, Paul, Mrinal Kanti and Sivapalan, Achchuthan (2024) Monetary discounts, metaphoric communication and mass prestige based branding: A comprehensive assessment. European Journal of Marketing. Emerald Group Publishing Ltd. . ISSN 0309-0566 (In Press) Available at: https://doi.org/10.1108/EJM-08-2022-0584
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