... of CCOSP is also confirmed in three independent samples (Study 3). A new sample of 328 respondents is used to test the predictive validity of CCOSP in branding positioning (Study 4), and a sample of 267 respondents tests its implications in hybrid products (Study 5). In addition to the general procedures...

... feminine and masculine attributes into consideration to form their judgments of androgynous brand equity and whether this process is moderated by brand positioning. Design/methodology/approach The authors did two experiments with 400 Chinese consumers (high in dialectical thinking) and 528 British...

.... For instance, Magnusson et al. (2019) show that consumers perceive higher levels of cultural authenticity when the brand positioning is congruent (vs incongruent) with a country stereotype. A Chinese brand with a logo incorporating an Asian theme is also seen as more authentic and perceived more...