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Keywords: Brand innovation
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2026) 43 (2): 419–437.
Published: 27 January 2026
... (with vs. without external threats). Study 2 experimentally examined the impact of external threats on consumers' brand attitudes and the mediating mechanisms. Study 3 explored the moderating effect of brand innovation on brand attitudes in response to external threats. Findings The results of Study 1...
