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Keywords: Variety reduction
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (9-10): 1931–1955.
Published: 15 August 2018
...Paraskevas Argouslidis; Dionysis Skarmeas; Antonios Kühn; Alexis Mavrommatis Purpose This paper aims to propose a framework for psychological reactance–triggered adverse effects of variety reductions in grocery product categories on shoppers’ patronage intentions. Design/methodology/approach...
