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Keywords: Brand value
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Journal Articles
Journal of Business & Industrial Marketing (2024) 39 (8): 1719–1733.
Published: 20 March 2024
..., media coverage and brand value. Both research and practice indicate value proposition innovation to exert an important influence on brand value enhancement, but little is known about the mediating and moderating mechanisms underlying this relation. Design/methodology/approach A moderated mediation...
