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Keywords: Consumer mindsets
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2026) 38 (5): 1449–1465.
Published: 13 August 2025
...Xiaoxiao Gong; Renhong Mao; Yang Zhang Purpose This study investigates how product set granularity (fine vs coarse) and streamer type (enterprise vs celebrity) shape consumer purchase intentions through the cognitive and emotional empathy pathways, moderated by consumer mindset (local vs holistic...
Includes: Supplementary data
