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Keywords: PBG/PBL
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Journal Articles
Journal of Product & Brand Management (2023) 32 (4): 632–644.
Published: 21 December 2022
... modelling and analysis of variance. Findings The results show that CBI mediates the effect of PBG/PBL on purchase intentions. Moreover, the findings of Study 2 reveal that participants show greater purchase intention for PBL than for PBG in response to underdog positioning. However, in top dog...
