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Keywords: Consumer conformity
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Journal Articles
Journal of Product & Brand Management (2025) 34 (4): 500–515.
Published: 27 January 2025
... with such positioning and the feeling of social connectedness. The influence of local (vs global) brand positioning on consumer conformity diminishes among consumers with a focus on similarity. Originality/value This study expands the consumer conformity literature by identifying a new antecedent of consumer...
