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Keywords: TIU
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (4): 845–868.
Published: 06 February 2024
... at: jagdish.sheth@emory.edu 10 05 2022 02 12 2022 24 10 2023 27 12 2023 04 01 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Using in-depth interviews, we adopted the theories-in-use (TIU) approach to harness the mental models...
