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Keywords: FMCG
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (6): 617–627.
Published: 24 June 2020
..., it is the first conceptualization of this special type of scarcity tactic. This study also assists academics by providing an agenda for future research in this domain. FMCG Package Scarcity Collective case study Limited edition Limited edition packaging Scarcity appeals maintain a long tradition...
