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Keywords: Umbrella branding
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Journal Articles
Journal of Product & Brand Management (2022) 31 (7): 1077–1090.
Published: 14 March 2022
... of products belonging to the same umbrella brand. Subsequently, participants completed a questionnaire designed to measure brand memory and brand attitudes. Findings Results indicate that dual-product brand placements could elicit higher levels of brand recall than that of single-product brand placements...
