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Keywords: Prototypical brands
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2013) 31 (4): 367–387.
Published: 14 June 2013
... intentions for the me‐too and prototypical brands respectively. While perceived equivalent quality had a positive mediating effect on the brand familiarity‐purchase intentions relationship for the me‐too brands, it had a negative mediating effect on the extrinsic attributes‐purchase intentions relationship...
