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Keywords: Jobs-to-be-done theory
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (11): 3564–3584.
Published: 17 April 2025
...Bingqin Han; Diyi Liu; Ying Sun Purpose This research aims to investigate how consumer value expectancies influence the transition of sportswear into fashion wear through the lens of the jobs-to-be-done theory. Design/methodology/approach Taking the adoption of Tenniscore as an example, we...
