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Keywords: Consumer journey
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Journal Articles
Swapnil Saravade, Mohammadali Zolfagharian, Reto Felix, Lorena García Ramón, Jacob Almaguer, Hazel Dadanlar
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (3): 297–310.
Published: 09 October 2025
...Swapnil Saravade; Mohammadali Zolfagharian; Reto Felix; Lorena García Ramón; Jacob Almaguer; Hazel Dadanlar Purpose This study aims to identify a meta-narrative that depicts a big picture of the consumer journey with access-based consumption ( ABC ). Specifically, this research reveals the points...
Includes: Supplementary data
