The purpose of the study was to establish the extent to which brand consciousness and brand distinctiveness influence … products’ brand consciousness, brand distinctiveness, and affluent consumers’ purchase decisions in terms of the need for … and distinctiveness were closely related and also had a positive significant effect on customers’ purchase decisions …

distinctiveness perspective to examine how the institutional environment and entrepreneurial orientation jointly influence two modes … findings reveal that there are five equifinal optima of distinctiveness rather than a one-size-fits-all optimal distinctiveness … mechanisms of innovation generation and innovation adoption. These results extend the optimal distinctiveness theory by …

distinctiveness perspective to examine how the institutional environment and entrepreneurial orientation jointly influence two modes … findings reveal that there are five equifinal optima of distinctiveness rather than a one-size-fits-all optimal distinctiveness … mechanisms of innovation generation and innovation adoption. These results extend the optimal distinctiveness theory by …

The optimal distinctiveness literature highlights a fundamental trade-off in product positioning within market … has focused on understanding sources of variance in the distinctiveness-performance relationship. We extend this …