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Identifying the Creative Frontiers in Consumer Products and Branding

✍ Scribed by Thomas Walton


Book ID
118100299
Publisher
Wiley (Blackwell Publishing)
Year
2010
Weight
69 KB
Volume
16
Category
Article
ISSN
1557-0614

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## Abstract This study explores how brand credibility and brand prestige affect brand purchase intention and empirically investigates how the combinatory mechanism of brand credibility and brand prestige materialize across multiple product categories. The proposed model of six latent constructs is