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Keywords: Free-riding
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2026) 40 (6): 862–875.
Published: 20 January 2026
... of the platform, affecting its brand image. This conceptual paper aims to propose a differential positioning framework to manage these spillover effects and mitigate brand free-riding, offering a strategic approach to brand management in decentralized P2P services. Design/methodology/approach This study...
