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Purpose – Prior literature has established the theoretical and statistical linkages between monetary compensation and firm performance, yet little is known about how the association between monetary compensation and firm performance is moderated by companies’ engagement in corporate social...
Purpose – Market mavenism and opinion leadership are two important consumer influential concepts in marketing communication literature. The purpose of this paper is to explore two overarching research questions. First, can we separate market mavenism from opinion leadership in China? The answer...
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