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Keywords: Structural equation model
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Journal Articles
Factors influencing consumer evaluations of gift promotions
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (3-4): 574–595.
Published: 29 March 2013
..., and consumer traits and perceptions. Design/methodology/approach A 2 (product type: utilitarian vs hedonic) × 2 (gift type: utilitarian vs hedonic) × 2 (brand type: high equity vs medium equity) between‐subjects factorial design was undertaken. Structural equation modelling was used to test the hypotheses...
