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Keywords: Photo-elicitation
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (11): 2803–2824.
Published: 26 February 2020
.../approach A total of 32 semi-structured and photo-elicitation interviews were conducted with new middle-class women between the age group of 23 and 40 years in India. Findings This study illustrates how the doing of consumption practices that involve creating, controlling, knowing and transforming...
