Extension of heritage brands and consumer purchase intention with the moderating role of pop culture involvement: an empirical analysis of time-honoured brands in China
Asia Pacific journal of marketing and logistics, 2024-05, Vol.36 (5), p.1131-1149 [Peer Reviewed Journal]Emerald Publishing Limited ;Emerald Publishing Limited. ;ISSN: 1355-5855 ;EISSN: 1758-4248 ;DOI: 10.1108/APJML-05-2023-0442
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