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Relation: Jiewen Hong ( mkjiewen@ust.hk ) is associate professor, School of Business and Management, Hong Kong University of Science and Technology, Clearwater Bay, Kowloon, Hong Kong. Hannah H. Chang (corresponding author; hannahchang@smu.edu.sg ) is assistant professor of marketing at the Lee Kong Chian School of Business, Singapore Management University. The authors contributed equally to this research. The authors gratefully acknowledge the very helpful input of the editorial team on earlier drafts of the research. The authors would also like to thank Jaideep Sengupta and Rongrong Zhou for their valuable suggestions. The research was supported by the Hong Kong Research Grants Council’s GRF (HKUST 16500914) to the first author and research grant 10-C207-SMU-019 from the Office of Research, Singapore Management University, to the second author. Ann McGill and Darren Dahl served as editors and Lauren Block served as associate editor for this article.
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