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Keywords: Brand warmth
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Journal Articles
The impact of open branding on consumer brand attitudes: the moderating role of power distance belief
Available to Purchase
Journal of Research in Interactive Marketing (2025) 19 (3): 426–441.
Published: 16 July 2024
...Yao Li; Cheng Zhang; Mi Zhou Purpose This study investigates the impact of open branding on consumer brand attitudes, as mediated by brand warmth and brand competence, and moderated by power distance belief. Design/methodology/approach This study employs two one-factor (brand strategy: open...
Journal Articles
Impacts of brand digitalization on brand market performance: the mediating role of brand competence and brand warmth
Available to Purchase
Journal of Research in Interactive Marketing (2023) 17 (3): 398–415.
Published: 13 July 2022
...Yao Li; Xuge Song; Mi Zhou Purpose This study examines the relationship between brand digitalization and brand market performance, mediated by brand competence and brand warmth and moderated by brand familiarity, from a consumer perspective. Design/methodology/approach This study conducted a 2...
