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   Articles with "outcomes brand" as a keyword



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Cognitive outcomes of brand heritage: A signaling perspective

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recommendations! Published in 2018 at "Journal of Business Research"

DOI: 10.1016/j.jbusres.2018.01.016

Abstract: This paper examines the cognitive outcomes of brand heritage in the theoretical framework of signaling theory. Three quantitative studies show the added value of making brand heritage available to consumers in different situations of familiarity.… read more here.

Keywords: cognitive outcomes; outcomes brand; brand; heritage signaling ... See more keywords