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Keywords: Product orientation
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Journal Articles
Journal of Product & Brand Management (2016) 25 (4): 365–372.
Published: 18 July 2016
...Alessandro Bigi; Emily Treen; Anjali Bal Purpose The purpose of this paper is to present a theory of consumer and product orientation in the realm of political branding to illustrate how politicians can choose to position and present themselves to voters. It is evident that some politicians play...
