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Keywords: Prior brand attitude
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Journal Articles
Understanding the role of anticipated loss and gain during consumer competition: the moderation of purchase importance and prior brand attitude
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International Journal of Retail & Distribution Management (2022) 50 (10): 1302–1318.
Published: 19 May 2022
... effects of situational factors such as purchase importance and prior brand attitude. Design/methodology/approach In total, 200 responses were collected from an experiment that manipulated the level of consumer competition in the retail environment. Structural equation modeling (SEM) and multigroup...
