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Uppercase Premium Effect: The Role of Brand Letter Case in Brand Premiumness

Journal of retailing, 2022-06, Vol.98 (2), p.335-355 [Peer Reviewed Journal]

2021 New York University ;2021. New York University ;ISSN: 0022-4359 ;EISSN: 1873-3271 ;DOI: 10.1016/j.jretai.2021.03.002

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