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Keywords: Power distance belief
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Journal Articles
Journal of Product & Brand Management (2024) 33 (2): 207–219.
Published: 21 December 2023
... by relatively low-status brands when these two types of products target similar consumers. This study aims to examine the impact of product type (horizontal extended versus downward extended) on consumers’ purchase intentions, the underlying mechanism and the moderating role of power distance belief. Design...
