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Keywords: Brand-based comparative approach
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (12): 3782–3799.
Published: 29 April 2025
... the consumers’ psychological mechanism of sustainable brand evaluation. Design/methodology/approach This study extends the branded product value model and assesses brand equity with a brand-based comparative approach. Based on 407 samples collected in Japan, the relationships among a brand name, product...
