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Keywords: Brand identity expressiveness
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Journal Articles
Journal:
American Journal of Business
American Journal of Business (2023) 38 (4): 211–228.
Published: 20 June 2023
...Iman Boseila; Abeer A. Mahrous; Ehab Abouaish Purpose The paper examined the impact of brand-identity expressiveness and perceived brand value that was neglected in prior literature, in addition to perceived brand quality and prestige, on behavioral intention. Research also tests if certain...
