... and attitude through dual pathways based on mental simulation mechanisms. It examined the boundary conditions of these effects from the perspectives of product attributes and product categories, thereby expanding the application scenarios and enhancing the practical significance of the research. Feng Li...

... of the positioning of two brands in cobranding on luxury evaluation, the moderating role of product category and the mediating role of benefit understanding. Findings This study finds that the positioning of two brands in cobranding affects luxury evaluation. Specifically, vertical positioning benefits consumers...

... of this paper is to examine the two levels of halo effect (i.e. country image as halo and a well-known product category as halo) on a less-known product category from a recently developed country. Design/methodology/approach The purpose of study was carried out by using a quantitative approach. Survey...