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Jooyoung Kim, assistant professor of advertising at the University of Georgia’s Grady College of Journalism and Mass Communication, Athens, Ga., is the lead author of “The Six-Construct Model of True Brand Loyalty,” a research paper examining why consumers favor and consistently buy specific brands over time and motives for their behavior.
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- People:
- Jon Morris
- Jooyoung Kim
- Places:
- Athens, Ga.
- Canada
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