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Moons, I.M.R. (author), De Pelsmacker, P. (author), De Wit, I. (author), Du Bois, E. (author)The separation between the field of marketing strategy and marketing action (creating new products) is longstanding. Still, product development may become a key element for branding because it serves as a cohesive factor for all elements that configure brand personality and experience. This paper investigates the effect of introducing different...conference paper 2012