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Showing 1 to 1 of 1 for “"Brand Crowding"”.
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The Effect of Brand Crowding on Brand Differentiation: The Moderating Effect of Product Knowledge
Brand differentiation is a commonly examined phenomenon in marketing. Among the many antecedents of brand differentiation, brand crowding has not been examined, especially in the context of the chocolate industry. This paper proposes that brand crowding has a positive effect on brand …