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Keywords: Macroeconomic conditions
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Journal Articles
International Journal of Retail & Distribution Management (2020) 48 (4): 305–325.
Published: 03 April 2020
...Joseph Kaswengi; Mbaye Fall Diallo; Houcine Akrout; Pierre Valette-Florence Purpose This study investigates how price, promotion and consumer characteristics affect consumer choice of high over medium- and low-equity cosmetic brand under different macroeconomic conditions. Design/methodology...
