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Keywords: Functional
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Journal Articles
Journal of Product & Brand Management (2022) 31 (7): 1104–1124.
Published: 25 April 2022
..., as it does not always affect brand choice in a competitive environment. Cultural differences Positioning Functional Hedonic and social utility Brand selection context Single choice context Functional utility of a brand is the core utility of the product, which is based on the quality of its...
