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Keywords: Consumer-brand identification
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (2): 171–185.
Published: 07 October 2022
...Jiarong Shi; Zihao Jiang Purpose This paper aims to assess the effects of the Chinese cultural element in the brand logo (CCEBL)-product function congruence and CCEBL-brand image congruence on consumer-brand identification and subsequent purchase intention. The authors also explore the moderating...
