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Sungho Cho, J. Lucy Lee, June Won and Jong Kwan (Jake) Lee

.e., visualized element of the brand) M  = 2.52, SD  = 1.63 • Health • Healthy living • Weight loss • Vitamins • Nutritious Case 3 Under Armour v. Uncle Martian The same product category (i.e., sporting goods) and similar brand logo M  = 4.38, SD  = 1.58 • Under Armour • Cheap • Family • Athletes Case 4 Manchester