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A Theory of Affective Self-Affinity: Definitions and Application to a Company and its Business

[Author Affiliation]

Jaakko Aspara is a Professor (acting) at the Dept. of Marketing and Management, Helsinki School of Economics. P.O. Box 1210, FI-00101 Helsinki, Finland, tel. +358 50 5468891, jaakko.aspara@hse.fi. Rami Olkkonen is a Professor (acting) at the Dept. of Marketing, Turku School of Economics, Rehtorinpellonkatu 3, FI-20500 Turku, Finland, rami.olkkonen@tse.fi. Henrikki Tikkanen is a Professor and Head of Department at the Dept. of Marketing and Management, Helsinki School of Economics. P.O. Box 1210, FI-00101 Helsinki, Finland, henrikki.tikkanen@hse.fi. Prof. T ikkanen is also a Visiting Professor at the ESCP-EAP European School of Management, Paris, France. Johanna Moisander ...

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