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Keywords: Single choice evaluation
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (5-6): 1280–1304.
Published: 26 February 2018
... measures when shopping in general or in regard to a single product. The purpose of this research is to examine this question using two different contexts of brand choice: single choice evaluation (SCE) and brand selection context (BSC). This assessment will clarify whether male and female utilities when...
