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Keywords: Movies
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (10): 2146–2172.
Published: 05 June 2019
...Ashish Sinha; Haodong Gu; Namwoon Kim; Renu Emile Purpose Given the high uncertainty in the quality perception of experiential products, manufacturers use signals to influence consumers’ decisions. In the movie industry, literature shows that performance of the main channel (e.g. cinema) strongly...
