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Keywords: Free-riding
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Journal Articles
Addressing spillover dynamics: an actionable framework for tackling brand free-riding on P2P service platforms
Available to Purchase
Journal:
Journal of Services Marketing
Journal of Services Marketing 1–14.
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...
