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Journal Articles

When does customization improve brand attitude?

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Pielah Kim, Hua Chang, Rajiv Vaidyanathan, Leslie Stoel
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2023) 32 (8): 1233–1247.
https://doi.org/10.1108/JPBM-06-2022-4043
Published: 07 November 2023
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Journal Articles

Artist-brand alliances to target new consumers: can visual artists recruit new consumers to a brand?

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Pielah Kim, Hua Chang, Rajiv Vaidyanathan, Leslie Stoel
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2018) 27 (3): 308–319.
https://doi.org/10.1108/JPBM-02-2017-1412
Published: 14 May 2018
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