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Keywords: Perceived monetary gain
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Journal Articles
Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2013) 8 (2): 117–133.
Published: 12 July 2013
... that in planning their product promotion strategy. Originality/value This study challenges the current literature regarding the effect of message framing on message and the moderating role of involvement. Involvement Brand choice Message framing Perceived monetary gain Perceived quality gain...
