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Keywords: Cross-over effect
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2024) 36 (2): 457–479.
Published: 07 September 2023
...Argho Bandyopadhyay; John Hall; Ho Yin Wong; Larry Lockshin; Yunen Zhang; Park Thaichon Purpose This study aims to empirically validate the holistic consumer-based brand equity (CBBE) framework and establishment of the cross-over effect using consumer preferences for wine “regions.” Design...
