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Keywords: Optimal distinctiveness
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Journal Articles
Journal of Consumer Marketing (2022) 39 (2): 191–203.
Published: 28 January 2022
... in differentiation from others by following the optimal distinctiveness principles (Miocevic and Mikulic, 2021). Despite some evidence speculating on this phenomenon in a food consumption setting (Miocevic et al., 2021a), the conceptual arguments on when optimal distinctiveness occurs remain unclear...

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