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Keywords: Laddering
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Journal Articles
Journal of Product & Brand Management (2023) 32 (7): 1139–1153.
Published: 16 May 2023
... image, brand reputation and consumer values, this study creates a conceptual foundation for the emergence of VB PL brand reputation within a multiple-tier brand portfolio among consumers and examines the emergence of such reputation empirically using interpretive exploratory qualitative laddering...
