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Rens, Lee, Lau and Tang (2009a, April 07). Excitement drives successful innovation in Asian markets!. ANA - ESOMAR. Retrieved September 20, 2024, from
https://ana.esomar.org/documents/excitement-drives-successful-innovation-in-asian-markets-
Hall and Lee (2004a, March 28). Does your brand hit the consumers' hot buttons?. ANA - ESOMAR. Retrieved September 20, 2024, from
https://ana.esomar.org/documents/does-your-brand-hit-the-consumers-hot-buttons-