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Keywords: Brand sincerity
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Journal Articles
Journal of Product & Brand Management (2021) 30 (5): 768–778.
Published: 26 August 2020
...) focus enhanced the positive influence of matte (glossy) packaging on brand sincerity (competence), leading to more favorable consumer evaluations (i.e. brand attitudes, product attitudes and purchase intentions). Practical implications This study provides managers with insights into conferring...
