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Keywords: Brand uniqueness
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Journal Articles
The impact of cultural authenticity on brand uniqueness and willingness to try: The case of Chinese brands and US consumers
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Asia Pacific Journal of Marketing and Logistics (2016) 28 (4): 724–742.
Published: 12 September 2016
... increase willingness to try among US consumers by establishing brand uniqueness via culturally authentic brand logo designs. Design/methodology/approach The data from 289 respondents via online between-subjects factorial experimental research surveys were collected using a national US population...
