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Keywords: Brand perceptions
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (2): 299–319.
Published: 06 February 2019
... with a comparison, focusing the assessment on quality leads to a symmetric pattern, while focusing it on expertise leads to an asymmetric one. Research limitations/implications The present research specifies conditions under which a low-tier model may hurt brand perceptions. We used hypothetical brands to avoid...
