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Keywords: Store branded lookalikes
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (2): 169–183.
Published: 02 December 2021
...Li Zhou Purpose This paper aims to identify the key antecedences contributing consumer similarity perception toward store branded lookalikes (SBLs), testing to what extent each of the antecedences influences the overall similarity perception. Design/methodology/approach Two empirical studies...
