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Keywords: Product category
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2017) 34 (2): 166–182.
Published: 10 April 2017
... underlying variations in CET behaviour using reported brand purchases. Product category, product cost and visibility, brand and country of origin (COO) of purchased products are investigated for their impact on the differences in the behavioural effects of CET. Design/methodology/approach This study uses...
