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Keywords: Nascent ventures
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–17.
Published: 01 September 2026
... cues to brand trust as an associational cognitive hierarchy, providing a perception-based signaling framework for nascent ventures to cultivate adoption intentions. Design/methodology/approach Grounded in signaling and trust transfer theories, the research identifies six antecedents across...
Includes: Supplementary data
