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Keywords: Cobranding
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Journal Articles
The luxury should be “high”: the effect of positioning in cobranding on luxury evaluation
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Asia Pacific Journal of Marketing and Logistics (2024) 36 (12): 3371–3387.
Published: 28 June 2024
...Xinyu Nie; Liangyan Wang; Eugene Y. Chan Purpose This study examines how the visual cues (i.e. positioning in cobranding advertising) influence the luxury evaluation. Design/methodology/approach Through four experiments in different contexts, this study investigates the effects...
