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Keywords: Creative consumers
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2011) 28 (7): 500–507.
Published: 01 November 2011
...David Fortin; Mark Uncles; Pierre Berthon; Colin Campbell; Leyland Pitt; Ian McCarthy Purpose This paper aims to report on the construction of a scale to measure a firm's stance towards creative consumers; that is, customers who adapt, modify or transform a proprietary offering. Design...
