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Keywords: Self-reference
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (3-4): 699–721.
Published: 08 April 2014
.... In contrast, a high minimum purchase amount restriction has a negative total effect on loyalty and neutralizes the positive effects generated by personalization. The results illustrate further that personalization influences loyalty via self-reference and enjoyment independently of any cognitive evaluation...
