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《Commercial Research》 2003-21
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On the Impact of Brand Culture on Product Competitiveness

CHEN Guo-qiang,CHEN Qi (Nanjing University of Aeronautics and Astronautics,Nanjing 210016,China)  
As market competition is becoming fiercer and fiercer, in face of the new demands of the consumers, companies can improve the competitiveness of their products by promoting the emotion function.It's an effective way to raise the competitiveness of their products through strengthening the culture intension of product brand and setting up the brand with its own characteristics.
【CateGory Index】: F273
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