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Consumers evaluate small businesses along two dimensions: sincere-authentic and disruptive-innovative when forming a mental image of the most prototypical small businesses.
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This page is a summary of: Prototypically small: an exploration of consumers’ small business prototypes, Journal of Research in Marketing and Entrepreneurship, August 2024, Emerald,
DOI: 10.1108/jrme-07-2023-0109.
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