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Keywords: Brand fit
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–19.
Published: 04 November 2025
... at: hlchen@mail.mcu.edu.tw 18 07 2025 22 08 2025 07 10 2025 09 10 2025 10 10 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Brand activism Stigmatized brands Consumer brand engagement Brand fit While brand...
Includes: Supplementary data
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (2): 418–435.
Published: 07 June 2021
... for dual-degree programs? Second, does perceived brand fit mediate the relationship between brand alliance type and emotional value perceptions? Third, do individual differences in world-mindedness moderate the influence of brand alliance type on emotional value perceptions? Design/methodology/approach...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2018) 30 (5): 1259–1276.
Published: 06 November 2018
... brand attitude. Originality/value This study attempted to identify the complex relationship between COO fit and consumer product knowledge on the consumer decision-making process. Past research has identified product and brand fit as key factors influencing consumer response in SBAs. Product fit...
