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Keywords: Self-generated validity
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (8): 1817–1838.
Published: 10 June 2020
... invalid research and attitudinal responses developed on the spot, both resulting from self-generated validity. Design/methodology/approach A between-subjects design was used to explore whether the personification prime (PP), a component of brand personality (BP) methodology, influenced the CC of BP...
