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- W4313364551 abstract "The paper proposes a conceptual framework of brand positioning from a product portfolio view and studies its mechanism as an information communication mechanism that guides consumers’ search decisions." @default.
- W4313364551 created "2023-01-06" @default.
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- W4313364551 date "2022-12-30" @default.
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- W4313364551 title "A Model of Product Portfolio Design: Guiding Consumer Search Through Brand Positioning" @default.
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- W4313364551 doi "https://doi.org/10.1287/mksc.2022.1424" @default.
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