Rich alone or rich together: the impact of value proposition innovation on the product–place co-branding value
Rong Zhu,
Yaoyao Fu,
Ao Wen
et al.
Abstract:Purpose
This study aims to examine an emerging product–place co-branding marketing practice in China’s rural areas. The role of this practice in inclusive development is analyzed from the perspectives of value proposition innovation, market legitimacy, media coverage and brand value. Both research and practice indicate value proposition innovation to exert an important influence on brand value enhancement, but little is known about the mediating and moderating mechanisms underlying this relation.
Design/meth… Show more
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