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Keywords: Brand familiarity
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Journal Articles
The effect of plain packaging format in cigarette labeling on smoking intent and brand likability among young non-smokers in Macau
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Asia Pacific Journal of Marketing and Logistics (2015) 27 (1): 23–39.
Published: 12 January 2015
... the justification of adopting it by the governments. Originality/value – Studies of plain packaging have not been taking brand familiarity into consideration (the only exceptional study used the top three familiar brands and thus failed to examine the familiarity effect) but the study focussed...
