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Keywords: Product attribute strength
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2021) 38 (7): 813–827.
Published: 02 September 2021
... Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Brand attitude Humor Brand closeness Product attribute strength Self-mockery Prior brand attitude Strong product attribute claim Self-disclosure First, while self-mockery is concerned with the self-disclosure...
