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Keywords: Empathic feelings
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Journal Articles
Journal of Product & Brand Management (2021) 30 (4): 626–638.
Published: 04 September 2020
... conditions: underdog theme or topdog theme. Findings The results show a full mediating effect of the underdog (vs topdog) theme on brand identification through reader immersion and empathic feelings. Research limitations/implications The use of a fictitious brand and a specific product category may...
