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Journal Articles
Retailer-brand collaborations: testing key strategies to increase consumers' urgency to buy
Available to Purchase
International Journal of Retail & Distribution Management (2020) 48 (4): 380–394.
Published: 30 March 2020
... to purchase retailer-brand collaborations, the purpose of this study is to test the effects of: (1) collaboration duration (limited edition vs ongoing) and (2) perceived retailer-brand fit (high vs low) on consumers' urgency to buy. Design/methodology/approach Three experimental studies (n = 499...
