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Keywords: Brand warmth
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (9): 1880–1904.
Published: 17 November 2021
... the perception of brand warmth (vs competence), and the brand perception plays a mediating role between cuteness (cool) and the perceived quality. Study 3 replicates the findings of Study 2 and indicates that people with high-cuteness (vs low-cuteness) perception are the same to perceive the brand warmth...
