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Keywords: Image effect
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2015) 49 (1-2): 212–237.
Published: 09 February 2015
... understand the image effect of 99-ends underlying both consumers’ individual differences and contextual effects. Findings also help retailers and pricing managers in their use of 99-ends as a promotional technique. Originality/value – This research contributes to a better understanding...
