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If a firm expects that the price of its product will be higher in the future than it is today
Poseur Brand
A brand that attempts to associate itself with a certain desirable image or lifestyle, often without a genuine connection, leading to perceptions of inauthenticity.
Brand Authenticity
Pertains to the perception of a brand as genuine, true to its values, and transparent in its dealings with consumers.
Consistency
The quality of maintaining a standard or repeatable pattern in actions, values, methods, measures, principles, expectations, or outcomes over time.
Poseur Brand
A brand that attempts to project a certain image or identity that does not genuinely reflect its true nature or values, often to attract a particular customer demographic.
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