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Keywords: Hybrid products
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2026) 43 (2): 370–396.
Published: 25 August 2025
... 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...
Includes: Supplementary data
