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Keywords: Brand localness
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Journal Articles
Journal:
American Journal of Business
American Journal of Business (2023) 38 (4): 211–228.
Published: 20 June 2023
...) and perceived brand localness (PBL) are significantly positively associated with perceived quality and prestige. Besides, the inclusion of brand-identity expressiveness and perceived brand value was supported. PBL showed a greater association with brand identity expressiveness compared to PBG, different from...
