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Applying the vacuum-to-$B$-meson correlation functions with an interpolating current for the light vector meson we construct the light-cone sum rules (LCSR) for the "effective" form factors $\xi_{\parallel}(n \cdot p)$, $\xi_{\perp}(n \cdot p)$, $\Xi_{\parallel}(\tau, n \cdot p)$ and $\Xi_{\perp}(\tau, n \cdot p)$, defined by the corresponding hadronic matrix elements in soft-collinear effective theory (SCET), entering the leading-power factorization formulae for QCD form factors responsible for $B \to V \ell \bar \nu_{\ell}$ and $B \to V \ell \bar \ell$ decays at large hadronic recoil at next-to-leading-order in QCD.
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