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      Cover image for Consumer Happiness: The Give and Take of Emotional Products: A Case Study in Philanthropic Branding
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      Consumer Happiness: The Give and Take of Emotional Products: A Case Study in Philanthropic Branding

      Doan T Nguyen Ph D

      This study reports on a two-year ethnographic research project that focused on a cause-related professional feature film production in which the researcher participated as the film director. The feature film…

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