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Similarity or Differentiation: How to satisfy consumers’ needs within a brand

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Figure

Figure 2: Individual prime (similar,  different) and brand prime (similar,  different) on brand identity
Figure 3: Individual prime  (similar, different) and brand  prime (similar, different) on
Figure 4: Individual prime  (similar, different) and brand  prime (similar, different) on  word-of-mouth
Figure 5: Correlations between the variables of the framework.

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