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Keywords: Prospect theory
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Journal Articles
Journal:
Journal of Business Strategy
Journal of Business Strategy (2026) 47 (4): 541–555.
Published: 15 April 2026
... marketing and examines their collective impact on purchase intention ( PI ). Design/methodology/approach Drawing on the signalling theory framework and prospect theory, this study used a quantitative research design. Data was collected through an online survey of 421 Chinese consumers, and analysed...
