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Keywords: Product non-substitutability
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Journal Articles
Animosity, preference conflict and consumption context in an international crisis: a normative influence perspective
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2022) 39 (6): 1285–1308.
Published: 03 June 2022
... influence (i.e. anticipated severity of social sanctions arising from consumption) on purchase intention. Second, we investigate how consumption contexts moderate the effect of product non-substitutability on purchase intention. Product non-substitutability, which captures the availability of suitable...
