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Keywords: Skepticism
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2026) 44 (5): 1069–1088.
Published: 02 February 2026
... with a mediating effect from brand image and moderating effects from publicity intensity and consumer skepticism. Design/methodology/approach The data were collected via a survey administered in China, which yielded 526 valid responses from 568 respondents. Hierarchical regression was performed to verify...
