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Keywords: Brand expectation
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (1): 74–83.
Published: 09 January 2017
... opportunities. Credibility Schema Made in USA Attitude toward brand Attitude toward message Brand expectation Research indicates that when encountered with an incongruent message, consumers subtype incongruent information on message as a one-time exception without changing their overall...
