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Keywords: Price discounts
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (6): 1780–1802.
Published: 11 February 2021
..., this study aims to observe whether consumers’ responses to assertive messages hold across culturally different audiences (Americans vs South Koreans) and different consumption situations (price discount vs no discount). Design/methodology/approach American and Korean participants take part in three...
