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Keywords: Brand positioning strategy
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Journal Articles
Journal of Product & Brand Management (2025) 34 (4): 500–515.
Published: 27 January 2025
...Yi Wu; Jiahui Wu; Yuanyuan Cai Purpose This study aims to investigate whether brand positioning strategies influence individuals’ conformity in product choices and identifies the mediator and boundary condition of this relationship. Design/methodology/approach To test the hypotheses, three...
Journal Articles
Journal of Product & Brand Management (2023) 32 (6): 892–907.
Published: 20 January 2023
... Limited 2022 Emerald Publishing Limited Licensed re-use rights only Death anxiety Brand attachment Self-transcendence brand concept Brand positioning strategy National Natural Science Foundation of China 72102167 and 71602111 Ministry of Education of Humanities and Social Science...
