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Influences of symbolic capital on destination brand equity 符号资本对目的地品牌资产的影响
IF 1.6 Q3 BUSINESS Pub Date : 2023-07-10 DOI: 10.1080/21639159.2023.2233087
Juran Kim, Joonheui Bae
ABSTRACT This study clarifies destination brand equity and examines the effect of destination brand personality on symbolic capital and attitude toward destination brand, and the effect of symbolic capital and attitude on destination brand equity. Using a survey research method, 309 participants from South Korea were recruited. The finding indicated that a well-established destination personality enhanced symbolic capital and positive attitudes toward the destination, leading to higher destination brand equity. This study contributes to the body of knowledge by clarifying the concept of symbolic capital and highlighting the effects of destination brand personality on symbolic capital and attitudes toward destination brands, which in turn lead to destination brand equity. Our findings have practical implications for destination brand marketing strategies, suggesting that these strategies can be made more effective by catering to symbolic capital and destination brand equity.
摘要本研究旨在厘清目的地品牌资产,并检视目的地品牌个性对目的地品牌符号资本和态度的影响,以及符号资本和态度对目的地品牌资产的影响。采用调查研究方法,从韩国招募了309名参与者。研究结果表明,完善的目的地人格会增强目的地的象征资本和积极态度,从而导致更高的目的地品牌资产。本研究澄清了符号资本的概念,并强调了目的地品牌个性对符号资本和对目的地品牌态度的影响,进而导致目的地品牌资产。我们的研究结果对目的地品牌营销策略具有实际意义,表明这些策略可以通过迎合象征资本和目的地品牌资产而更加有效。
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引用次数: 0
Luxury product and brand purchasing behavior: A conceptual perspective. 奢侈品和品牌购买行为:概念视角。
IF 1.6 Q3 BUSINESS Pub Date : 2023-07-03 DOI: 10.1080/21639159.2020.1808823
A. Correia, M. Kozak
ABSTRACT Over the recent years, there has been a steady increase in the number of customers in luxury market. Such a substantial rise has gained much attention from both academics and industry experts seeking to better understand the meanings and factors involved in luxury consumption. Therefore, this special section aims to enrich and update the existing body of knowledge on luxury product and brand purchasing behaviour. We have encouraged the contributors to forward both conceptual and empirical papers reflecting current concerns in the field of luxury shopping, more specifically in luxury product and brand purchasing behaviour. In the end, this special section includes three papers on external store environment, meaning of luxury, and luxury brand fashion. Certainly, additional references are necessary for better understanding the meaning and contents of luxury consumption and main drivers behind it. The special section introduces the reader to some of these important references but also notes that there is still avenue for more studies in the future.
ABSTRACT 近年来,奢侈品市场的消费者数量稳步增长。这种大幅增长引起了学术界和业界专家的广泛关注,他们希望更好地了解奢侈品消费的含义和相关因素。因此,本专栏旨在丰富和更新有关奢侈品和品牌购买行为的现有知识体系。我们鼓励投稿者提交概念性和实证性论文,以反映当前奢侈品购物领域,特别是奢侈品和品牌购买行为方面的关注点。最后,本专栏收录了三篇论文,分别涉及外部商店环境、奢侈品的含义和奢侈品牌时尚。当然,为了更好地理解奢侈品消费的含义和内容,以及其背后的主要驱动因素,还需要更多的参考资料。本专栏向读者介绍了其中一些重要的参考文献,但同时也指出,未来仍有更多的研究途径。
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引用次数: 0
The role of service quality in enhancing brand authenticity through the moderation effect of corporate social responsibility (CSR) 服务质量通过企业社会责任的调节效应提升品牌真实性的作用
IF 1.6 Q3 BUSINESS Pub Date : 2023-05-16 DOI: 10.1080/21639159.2023.2199306
Abdul Ghaffar, Tahir Islam, T. Kinčl, Abdul Hakeem, Anshuman Sharma
ABSTRACT This paper aims to examine the impact of service quality and corporate social responsibility (CSR) on brand authenticity and determine the moderating effects of CSR on the relationship between service quality and brand authenticity. Survey data was collected from 472 customers of Karachi, Pakistan’s four major medical diagnostic laboratories, through the convenience sampling technique. The quantitative method was used. To collect information from respondents, a self-administered questionnaire is used. We utilized the partial least squares structural equation modeling (PLS-SEM) technique to analyze data. The results show that CSR, service quality, and brand authenticity are related in medical diagnostic and research laboratories. Research findings indicate that service quality and CSR directly and positively impact brand authenticity. In addition, CSR moderates the effect between service quality and brand authenticity. Managers can see corporate social responsibility as an intangible value that goes along with high-quality services and makes medical diagnostic and research laboratory services more authentic.
摘要本文旨在考察服务质量和企业社会责任对品牌真实性的影响,并确定企业社会责任对服务质量与品牌真实性之间关系的调节作用。通过便捷抽样技术,从巴基斯坦四大医学诊断实验室卡拉奇的472名客户中收集调查数据。采用定量方法。为了从受访者那里收集信息,我们使用了一份自我管理的问卷。我们利用偏最小二乘结构方程模型(PLS-SEM)技术对数据进行分析。结果表明,医疗诊断和研究实验室的企业社会责任、服务质量和品牌真实性存在相关性。研究发现,服务质量和企业社会责任对品牌真实性有直接正向影响。此外,企业社会责任在服务质量与品牌真实性之间起到调节作用。管理者可以将企业社会责任视为一种无形的价值,它伴随着高质量的服务,使医疗诊断和研究实验室的服务更加真实。
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引用次数: 1
Diffusion of moral behavior on a collaborative consumption platform: Dual mechanisms of deindividuation and self-presentation 协作消费平台上道德行为的扩散:去个性化与自我呈现的双重机制
IF 1.6 Q3 BUSINESS Pub Date : 2023-03-05 DOI: 10.1080/21639159.2023.2175708
Joonheui Bae, K. Kim
ABSTRACT Although collaborative consumption platforms (CCPs) have achieved rapid growth, the increase in misbehavior on CCPs has made users hesitant to participate. This study examines how previous moral behavior influences subsequent moral behavior and how deindividuation and self-disclosure, as psychological mechanisms, influence subsequent moral behavior. To test the hypotheses, this study conducted two experiments. Data were analyzed using logistic regression analysis. The results show that the previous user’s misbehavior (or good behavior) positively affects the subsequent user’s misbehavior (or good behavior). Furthermore, without self-disclosure, deindividuation mediates the effect of the previous user’s misbehavior on the subsequent user’s misbehavior. Conversely, when there is self-disclosure, self-presentation mediates the effect of the previous user’s good behavior on the subsequent user’s good behavior. The study provides a diffusion model of moral behavior on CCPs through a dual mechanism of deindividuation and self-presentation while considering self-disclosure as a nudge.
摘要尽管协同消费平台(CCP)已经实现了快速增长,但CCP上不当行为的增加让用户对参与变得犹豫不决。本研究考察了先前的道德行为如何影响随后的道德行为,以及去个体化和自我揭露作为心理机制如何影响后来的道德行为。为了验证这些假设,本研究进行了两个实验。数据采用逻辑回归分析进行分析。结果表明,前一用户的不当行为(或良好行为)对后一用户的不良行为(或优良行为)产生了积极影响。此外,在没有自我披露的情况下,去个性化中介了前一个用户的不当行为对后一个用户不当行为的影响。相反,当存在自我披露时,自我展示会中介前一个用户的良好行为对后一个用户良好行为的影响。本研究通过去个性化和自我呈现的双重机制,提供了CCP道德行为的扩散模型,同时将自我揭露视为一种推动。
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引用次数: 2
Demystifying the green purchasing behavior of young consumers: Moderating role of green skepticism 揭开年轻消费者绿色购买行为的神秘面纱:绿色怀疑论的调节作用
IF 1.6 Q3 BUSINESS Pub Date : 2023-03-02 DOI: 10.1080/21639159.2022.2163415
S. Uddin, Mohammed Naved Khan, M. Faisal, Mohd Danish Kirmani
ABSTRACT Environmental protection is increasingly a concern, but false claims by companies have raised green skepticism among consumers. Young consumers constitute a significant group for consumption in an economy like India. While young consumers have rarely been surveyed on factors like green perceived value and perception regarding green claims, there is a paucity of research on the moderating role of skepticism. This paper provides a new perspective regarding the underexplored debate on green skepticism levels among young consumers. Data from 610 respondents were gathered through a researcher-controlled survey. Antecedents to environmental attitude, namely green perceived value, environmental knowledge, and interpersonal influence, were found to influence the relationships significantly. Young consumers’ environmental attitude was significant in explaining their green purchasing behavior. The paper sheds first light on the negative moderating effect of skepticism on the attitude-behavior relationship. The study highlights the role of educated and urban young consumers in sustainable consumption. In the same vein, findings suggest that managers should consider the importance of consumers’ doubts as a valuable element for global green advertising effectiveness.
摘要环境保护日益受到关注,但企业的虚假声明引发了消费者对绿色的怀疑。在印度这样的经济体中,年轻消费者是一个重要的消费群体。虽然年轻消费者很少接受关于绿色感知价值和对绿色主张的感知等因素的调查,但对怀疑的调节作用的研究却很少。本文为年轻消费者对绿色怀疑水平的争论提供了一个新的视角。610名受访者的数据是通过研究人员控制的调查收集的。环境态度的先决因素,即绿色感知价值、环境知识和人际影响,对关系有显著影响。年轻消费者的环保态度在解释他们的绿色购买行为方面具有重要意义。本文首先揭示了怀疑论对态度行为关系的负调节作用。该研究强调了受过教育的城市年轻消费者在可持续消费中的作用。同样,研究结果表明,管理者应该将消费者疑虑的重要性视为全球绿色广告有效性的一个宝贵因素。
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引用次数: 0
Consumers’ acceptance of social commerce during COVID-19 lockdown 新冠肺炎封锁期间消费者对社交商业的接受
IF 1.6 Q3 BUSINESS Pub Date : 2023-01-22 DOI: 10.1080/21639159.2022.2137054
Zaryab Sheikh, Abdul Ghaffar, Tahir Islam, Altaf Ahmed Sheikh
ABSTRACT The COVID-19 pandemic changed everything, especially marketing, leading to increased digital usage. Social media allows faster connectivity among people and gives marketers new pathways to engage with consumers. The lockdown dramatically reduced economic activity by numbers that are worth understanding. This study examines the numerous aspects contributing to the consumer’s favorable opinions toward their social commerce intents and behavior during the COVID-19 pandemic. Using SEM, the data examination of 297 respondents established that applying the social support theory and the unified theory of acceptance and use of technology (UTAUT) model to the proposed theoretical framework is significantly associated with social commerce intentions. The results state that all the direct hypotheses have been supported, confirming that social support, performance expectancy, effort expectancy, offline subjective norms, and online subjective norms are significantly associated with social commerce intentions. The results also indicated that Information Technology Infrastructure (ITI) moderated social support, performance expectancy, effort expectancy, and online subjective norms.
摘要新冠肺炎疫情改变了一切,尤其是营销,导致数字使用量增加。社交媒体允许人们之间更快的连接,并为营销人员提供了与消费者互动的新途径。封锁大大减少了经济活动,其数字值得理解。本研究考察了在新冠肺炎大流行期间,消费者对其社交商业意图和行为产生好感的诸多方面。使用SEM对297名受访者进行的数据检查表明,将社会支持理论和技术接受与使用统一理论(UTAUT)模型应用于所提出的理论框架与社会商业意图显著相关。结果表明,所有直接假设都得到了支持,证实了社会支持、绩效预期、努力预期、离线主观规范和在线主观规范与社会商业意图显著相关。研究结果还表明,信息技术基础设施(ITI)调节了社会支持、绩效预期、努力预期和在线主观规范。
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引用次数: 2
An exploratory study on the perceived agility by consumers in luxury brand omni-channel 奢侈品牌全渠道消费者感知敏捷性的探索性研究
IF 1.6 Q3 BUSINESS Pub Date : 2023-01-02 DOI: 10.1080/21639159.2022.2153261
Sang-chul Son, Joonheui Bae, K. Kim
ABSTRACT Perceived agility in luxury brands means that they provide information about changes in customer expectations and preferences quickly and flexibly. Millennial and Z generation customers not only expect to interact immediately with the brand but also expect unique services meeting their needs and expectations. A digitalized luxury brand only selling products and providing services can no longer maintain customer satisfaction. This study explores the importance of perceived agility and the timing of when customers perceive more agility in the shopping journey of a digitized luxury brand. Data were collected using Netnography, a qualitative research method, and analyzed using NVivo 11.0. The results show that increasing perceived agility through meeting consumer expectations and quickly responding to the environment by actively introducing digitalization to improve customer interaction is a factor differentiated from customer service. The findings have implications for how practitioners and managers of luxury brands can improve consumers’ unique experiences while adapting to changing service encounters.
摘要奢侈品牌的感知敏捷性意味着它们能够快速、灵活地提供有关客户期望和偏好变化的信息。千禧一代和Z世代的客户不仅希望立即与品牌互动,还希望提供满足他们需求和期望的独特服务。一个只销售产品和提供服务的数字化奢侈品牌已经无法保持客户满意度。本研究探讨了感知敏捷性的重要性,以及顾客在数字化奢侈品牌的购物过程中感知到更多敏捷性的时机。使用定性研究方法Netography收集数据,并使用NVivo11.0进行分析。结果表明,通过满足消费者期望来提高感知敏捷性,并通过积极引入数字化来改善客户互动来快速响应环境,这是区别于客户服务的一个因素。这些发现对奢侈品牌的从业者和管理者如何在适应不断变化的服务体验的同时改善消费者的独特体验具有启示意义。
{"title":"An exploratory study on the perceived agility by consumers in luxury brand omni-channel","authors":"Sang-chul Son, Joonheui Bae, K. Kim","doi":"10.1080/21639159.2022.2153261","DOIUrl":"https://doi.org/10.1080/21639159.2022.2153261","url":null,"abstract":"ABSTRACT Perceived agility in luxury brands means that they provide information about changes in customer expectations and preferences quickly and flexibly. Millennial and Z generation customers not only expect to interact immediately with the brand but also expect unique services meeting their needs and expectations. A digitalized luxury brand only selling products and providing services can no longer maintain customer satisfaction. This study explores the importance of perceived agility and the timing of when customers perceive more agility in the shopping journey of a digitized luxury brand. Data were collected using Netnography, a qualitative research method, and analyzed using NVivo 11.0. The results show that increasing perceived agility through meeting consumer expectations and quickly responding to the environment by actively introducing digitalization to improve customer interaction is a factor differentiated from customer service. The findings have implications for how practitioners and managers of luxury brands can improve consumers’ unique experiences while adapting to changing service encounters.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"33 1","pages":"154 - 166"},"PeriodicalIF":1.6,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44208685","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
Marketing in the metaverse: Moving forward – What’s next? 元宇宙中的营销:前进——下一步是什么?
IF 1.6 Q3 BUSINESS Pub Date : 2023-01-02 DOI: 10.1080/21639159.2022.2163908
Isaac Cheah, Anwar Sadat Shimul
ABSTRACT The widespread adoption of the metaverse has generated significant discussions within the marketing community about the challenges and opportunities it presents for consumer interaction with brands. This paper investigates how the metaverse may affect marketing and suggests a novel paradigm to deal with these problems. Furthermore, this article highlights new research directions. The article also offers a checklist for researchers to use when researching the potential advantages or disadvantages of the metaverse for digital marketing and advertising, branding, services, supply chain and logistics, ethics and sustainability, diversity and inclusion and consumer wellness. The proposed research agenda intends to offer insightful information to academics, practitioners, and decision-makers.
元宇宙的广泛采用在营销界引发了关于消费者与品牌互动的挑战和机遇的重大讨论。本文探讨了元宇宙如何影响营销,并提出了一种新的范式来处理这些问题。并提出了新的研究方向。本文还提供了一份清单,供研究人员在研究数字营销和广告、品牌、服务、供应链和物流、道德和可持续性、多样性和包容性以及消费者健康等方面的潜在优势或劣势时使用。拟议的研究议程旨在为学者,从业者和决策者提供有见地的信息。
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引用次数: 11
Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity X世代相似回避与品牌依恋在运动服饰品牌忠诚中的作用:自我一致性的作用
IF 1.6 Q3 BUSINESS Pub Date : 2022-11-17 DOI: 10.1080/21639159.2022.2135012
Chai-Lee Goi, F. Chieng, M. Goi
ABSTRACT The purpose of this study is to examine the effects of avoidance of similarity, self-congruity, and brand attachment on Generation X’s sportswear brand loyalty. This study also examines whether self-congruity plays a role in the relationship between avoidance of similarity and brand attachment. A total of 368 valid data were used in this study and collected from Generation X participants. The hypotheses were tested using Structural Equation Modeling with the AMOS 22.0. The findings show that avoidance of similarity influences self-congruity, self-congruity influences brand attachment, avoidance of similarity influences brand attachment, and brand attachment directly influences brand loyalty. In addition, Self-congruity was found to partially mediate the relationship between avoidance of similarity and brand attachment. This study adds to the growing body of knowledge about avoidance of similarity and self-congruity as important drivers of brand attachment and brand loyalty.
摘要本研究旨在探讨回避相似性、自我一致性和品牌依恋对X世代运动服装品牌忠诚度的影响。本研究还探讨了自我一致性是否在避免相似与品牌依恋之间的关系中起作用。本研究共收集了368份来自X世代参与者的有效数据。采用结构方程模型和AMOS 22.0对假设进行检验。研究发现:回避相似性影响自我一致性,自我一致性影响品牌依恋,回避相似性影响品牌依恋,品牌依恋直接影响品牌忠诚。此外,自我一致性在回避相似与品牌依恋之间起到部分中介作用。这项研究增加了关于避免相似性和自我一致性作为品牌依恋和品牌忠诚的重要驱动因素的知识体系。
{"title":"Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity","authors":"Chai-Lee Goi, F. Chieng, M. Goi","doi":"10.1080/21639159.2022.2135012","DOIUrl":"https://doi.org/10.1080/21639159.2022.2135012","url":null,"abstract":"ABSTRACT The purpose of this study is to examine the effects of avoidance of similarity, self-congruity, and brand attachment on Generation X’s sportswear brand loyalty. This study also examines whether self-congruity plays a role in the relationship between avoidance of similarity and brand attachment. A total of 368 valid data were used in this study and collected from Generation X participants. The hypotheses were tested using Structural Equation Modeling with the AMOS 22.0. The findings show that avoidance of similarity influences self-congruity, self-congruity influences brand attachment, avoidance of similarity influences brand attachment, and brand attachment directly influences brand loyalty. In addition, Self-congruity was found to partially mediate the relationship between avoidance of similarity and brand attachment. This study adds to the growing body of knowledge about avoidance of similarity and self-congruity as important drivers of brand attachment and brand loyalty.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"33 1","pages":"133 - 153"},"PeriodicalIF":1.6,"publicationDate":"2022-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42967285","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Elucidating strategic patterns from target customers using multi-stage RFM analysis 使用多阶段RFM分析阐明目标客户的战略模式
IF 1.6 Q3 BUSINESS Pub Date : 2022-09-09 DOI: 10.1080/21639159.2022.2080094
Manojit Chattopadhyay, S. Mitra, P. Charan
ABSTRACT Predicting profitable customers is a strategic knowledge portfolio of retailer managers because some customers are better profitable than others in a business. The present work is an effort to demonstrate a better model of predicting profitable customers. We apply the k-means algorithm to identify customer patterns based on Recency, Frequency, and Monetary (RFM) attributes computed from a real-life dataset of UK-based and registered non-store online retail. Six data mining models have been applied to each identified pattern and overall data to predict whether each customer would purchase in the next six months or not. A comparative analysis of identified pattern characteristics and predictable performances and Type I and Type II errors have been performed to identify the target customer group in terms of better predictability and profitability. The identified patterns help to generate novel marketing strategies. Thus, the retailers may successfully target the most consistently profitable customer groups to apply diverse knowledge on marketing strategies for the specific pattern.
预测盈利客户是零售商管理者的一项战略知识组合,因为在企业中有些客户比其他客户更有盈利能力。目前的工作是为了展示一个更好的预测盈利客户的模型。我们应用k-means算法来识别基于最近、频率和货币(RFM)属性的客户模式,这些属性是从英国和注册的非商店在线零售的真实数据集计算出来的。六个数据挖掘模型已经应用于每个确定的模式和整体数据,以预测每个客户是否会在未来六个月内购买。对已确定的模式特征和可预测的性能以及类型I和类型II错误进行了比较分析,以便在更好的可预测性和盈利能力方面确定目标客户群体。确定的模式有助于产生新的营销策略。因此,零售商可以成功地瞄准最持续盈利的客户群,将不同的知识应用于特定模式的营销策略。
{"title":"Elucidating strategic patterns from target customers using multi-stage RFM analysis","authors":"Manojit Chattopadhyay, S. Mitra, P. Charan","doi":"10.1080/21639159.2022.2080094","DOIUrl":"https://doi.org/10.1080/21639159.2022.2080094","url":null,"abstract":"ABSTRACT Predicting profitable customers is a strategic knowledge portfolio of retailer managers because some customers are better profitable than others in a business. The present work is an effort to demonstrate a better model of predicting profitable customers. We apply the k-means algorithm to identify customer patterns based on Recency, Frequency, and Monetary (RFM) attributes computed from a real-life dataset of UK-based and registered non-store online retail. Six data mining models have been applied to each identified pattern and overall data to predict whether each customer would purchase in the next six months or not. A comparative analysis of identified pattern characteristics and predictable performances and Type I and Type II errors have been performed to identify the target customer group in terms of better predictability and profitability. The identified patterns help to generate novel marketing strategies. Thus, the retailers may successfully target the most consistently profitable customer groups to apply diverse knowledge on marketing strategies for the specific pattern.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"33 1","pages":"444 - 474"},"PeriodicalIF":1.6,"publicationDate":"2022-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44573265","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
期刊
Journal of Global Scholars of Marketing Science
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