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Keywords: Operational independence
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Journal Articles
Journal of Product & Brand Management (2025) 34 (6): 832–846.
Published: 16 May 2025
... and the startup’s operational independence) and a heuristic factor (company size linked to a consumer lay theory about greed) on brand authenticity. Design/methodology/approach Via two online experimental studies, data were collected from 401 US consumers (Study 1: 101, Study 2: 300). Data were analyzed through...
