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Keywords: Jugaad
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (5): 752–769.
Published: 18 March 2026
...Jayashree Sutar; Srabanti Mukherjee Purpose This study aims to explore the consequences of jugaad at the Bottom of the Pyramid ( BOP ) and to examine the motivations behind continuance intention ( CI ) following its adoption. Design/methodology/approach This qualitative...
Includes: Supplementary data
