[Emerald] The effects of brand heritage and brand innovation on extended product purchase intentions for corporate heritage brands: a yin–yang perspective

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journal:Journal of Product & Brand Management

Authors:Wei Xu; Changgui Gao; Xiaoqi Zhang; Li Wang

Published date:2025-6-10

DOI:10.1108/jpbm-02-2024-4969

PDF link:https://www.emerald.com/insight/ ... -2024-4969/full/xml

Article link:https://doi.org/10.1108/jpbm-02-2024-4969

Article Source:Emerald


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