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Keywords: Product legitimacy
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Journal Articles
International Journal of Emerging Markets (2022) 17 (10): 2721–2739.
Published: 16 March 2021
... the theory-driven model of product legitimacy (PL) on an entity's postacquisition brand value, as well as any moderating effects of consumer localism. Findings Postacquisition brands were evaluated more positively when positioned in a manner that was in accordance with perceived PL. Consumer localism...
