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Journal Articles

A praise of whom matters: how company size and brand gender shape consumer evaluations of the praiser

Xingang Wang, Wu Huang, Maiju Guo, Zhitong Liu
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2025) 19 (5): 880–896.
https://doi.org/10.1108/JRIM-04-2024-0199
Published: 12 December 2024
... a smaller competitor leads to an increased evaluation of the praiser brand compared to praising a larger competitor. The perceived competence mediates the influence of relative brand size on praiser brand evaluation. Additionally, the praiser brand’s gender moderates the influence of relative brand size...
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Includes: Supplementary data
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