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Keywords: Product–place co-branding
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Journal Articles
Journal of Business & Industrial Marketing (2024) 39 (8): 1719–1733.
Published: 20 March 2024
...Rong Zhu; Yaoyao Fu; Ao Wen; Jiaxin Zhao Purpose This study aims to examine an emerging product–place co-branding marketing practice in China’s rural areas. The role of this practice in inclusive development is analyzed from the perspectives of value proposition innovation, market legitimacy...
