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Keywords: Technology enterprises
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2026) 43 (2): 370–396.
Published: 25 August 2025
... research. Results clarify the stable two-dimensional structure of CCOSP across multiple samples and demonstrate that CCOSP, as a new consumer characteristic, possess strong predictive validity for technology enterprises’ hybrid brand positioning and new product development. Originality/value...
Includes: Supplementary data
