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Research Paper
One size doesn't fit all: How construal fit determines the effectiveness of organizational brand communication
Dennis Herhausena,
Corresponding author
dennis.herhausen@kedgebs.com

Corresponding author.
, Sven Henkelb, Petra Kipfelsbergerc
a KEDGE Business School, 6CJM+WC, Marseille, France
b Marketing Department, EBS Business School, Rheingaustraße 1, 65375 Oestrich-Winkel, Germany
c Institute for Leadership and Human Resource Management, University of St.Gallen, Dufourstr. 40a, 9000 St. Gallen, Switzerland
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ISSN: 23409436
Original language: English
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