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Morris B. Holbrook 한국마케팅과학회 2021 마케팅과학연구 Vol.31 No.4
This commentary revisits an oft-cited paper published in the Journal of Business Research, reviews the themes contained therein, speculates on why the paper garnered more than the usual attention from marketing and consumer researchers, and offers some suggestions as to where the relevant issues and ideas might lead in the future.