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Keywords: Crossover consumption
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (1): 29–42.
Published: 09 January 2017
... was conducted among college students, but other target segments may have different intergroup experiences and perceptions of ethnic products. Practical implications Findings from this research suggest that firms offering ethnic products can increase crossover consumption appeal by implementing marketing...
