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Keywords: Ecological validity
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (8): 1817–1838.
Published: 10 June 2020
... or misdirecting theory used by practitioners. As such, this paper proposes methods to ameliorate CC and improve ecological validity of future research. Originality/value This study will contribute to methodological literature by refocusing attention to the currently neglected problem of CC and by proposing...
