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Information effect on consumer adoption for a new beef brand in the Vietnamese market: prior knowledge, appealing the brand distinction, differentiation and similarity

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Thu Tran
Academy of Finance Hanoi
Masahiro Moritaka
Kyushu University, Fukuoka, Japan
Ran Liu
Kyushu University, Fukuoka, Japan
Susumu Fukuda
Kyushu University, Fukuoka, Japan