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A Guardian or a Leader: A Dual-path Model for Different Hero Images of Green Brands Affecting Consumer Brand Advocacy
Zhao Chengxiang, Guo Rui
First published at: Sep 20, 2026
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doi:10.16538/j.cnki.fem.20260630.301
Foreign Economics & Management, Vol. 48, Issue 09, pp. 94 - 115
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