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Journal Review: The Effect of Introducing a New Brand on Consumer Perceptions of Current Brand Similarity: The Roles of Product Knowledge and Involvement This paper will review the article, The Effect of Introducing a New Brand on Consumer Perceptions of Current Brand Similarity: The Roles of Product Knowledge and Involvement. In this review, first, the authority of the authors will be analyzed. Next, the purpose of the study will be discussed, as well as the theories involved in the research. The findings of the study will then be explored as well as what the implications are for future researchers as well as marketers. In the end, thoughts on this particular paper will be summarized.
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