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Keywords: Narrative language style
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Journal Articles
A brand prominence perspective on crowdfunding success for aftermarket offerings: the role of textual and visual brand elements
Available to Purchase
Journal of Product & Brand Management (2024) 33 (1): 91–107.
Published: 30 October 2023
... theory Crowdfunding Aftermarket offerings Brand prominence Graphic design elements Narrative language style Crowdfunding has emerged as an expedient method for entrepreneurial ventures to generate capital for developing aftermarket offerings (Kuppuswamy and Bayus, 2018 ; Maciel...
