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Keywords: Brand strength
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (1): 209–226.
Published: 30 March 2021
...Ting-Hsiang Tseng; Nga Cheng Chan; Matthew Tingchi Liu; Chieh-Yu Lin Purpose The purpose of this study is to examine the effects of brand origin (BO) misperception (hereafter BOM) or non-identification on brand equity. Besides, the current study investigates the moderating role of brand strength...
