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Keywords: Custom labeling
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Journal Articles
Journal of Product & Brand Management 1–13.
Published: 06 July 2026
...Brittney Stephenson; Patrick Matthew Healey; Eunyoung (Christine) Sung Purpose he purpose of this paper is to examine how custom labeled business gifts influence perceived product quality and brand attitude. Design/methodology/approach Four experiments examine how custom labeled (versus...
Includes: Supplementary data
