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Keywords: Top dog
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (3): 459–480.
Published: 09 February 2024
...Hsiang-Ming Lee; Ya-Hui Hsu; Tsai Chen; Wei-Yuan Lo; Wei-Chun Chien Purpose The purpose of this study is to understand the effect of different brand positions (underdog vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally, this study also aims to demonstrate...
