Does the Choice of Brand Positioning Strategy Matter in the Creation of Brand Love? The Mediating Role of Brand Positioning Effectiveness
To understand how brand love can be created, this study examines the effect of brand positioning strategies (benefit brand positioning strategy, feature brand positioning strategy and surrogate brand positioning strategy) on brand love, by conceptualizing brand positioning effectiveness as a mediat...
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| Format: | Article |
| Language: | English |
| Published: |
Lahore School of Economics
2019-10-01
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| Series: | The Lahore Journal of Business |
| Subjects: | |
| Online Access: | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/77 |
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