Keywords: Retail patronage
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Journal Articles
European Journal of Marketing (2013) 47 (5-6): 877–898.
Published: 24 May 2013
... Publishing Limited 2013 H3. Perceived pragmatic legitimacy fully mediates the relationships between performative attributes and the attractiveness of the service outlet to ethnic consumers. Ethnic marketing Choice of service outlet Retail patronage Institutional theory Ethnic groups...

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