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Keywords: Brand self-introduction
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (8): 2517–2537.
Published: 30 January 2025
... explores the double-edged sword of brand name complexity on consumers’ patronage intention, mediated by uniqueness perception and psychological distance. It also examines the moderating effect of brand self-introduction. Design/methodology/approach Three between-subjects experimental studies were...
