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Keywords: Low income
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Journal Articles
Impact through being bottom-up in multi-fold realms: lessons from journeying to subsistence marketplaces and marketplace literacy
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Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (9): 2155–2169.
Published: 13 October 2025
..., and capacities at a cognitive level. Our journey began bottom-up at this granular level of understanding in 1997 with the study of low-literate, low-income consumers in the USA (details in Web Appendix; timeline in Figure 2), aiming for impactful and relevant research that benefits them. Research...
