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Cited article:

The Power of Interactive Mobile Advertising: How Self-brand Congruity Shapes Brand Engagement in Self-concept

Luan-Thanh Nguyen, Tien-Thao Cong Phan and Tri-Quan Dang
Journal of Creative Communications 20 (3) 292 (2025)
https://doi.org/10.1177/09732586251359718