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Valaei, N., Rezaei, Sajad ORCID: https://orcid.org/0000-0001-7942-0611, Sabermajidi, N. and See Kwong, G. (2025) Leveraging Top Dog Channels for underdog brand building strategy: Understanding how coupon campaigns drive top dog channel satisfaction and underdog brand loyalty. Asia-Pacific Journal of Business Administration. pp. 1-20. ISSN 1757-4323