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Keywords: Limited edition products
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (2): 125–149.
Published: 07 January 2026
...Mitasha Bhattacharya; Agnitra Das Sarma; Juhi Gahlot Sarkar; Abhigyan Sarkar Purpose This study aims to investigate how brand advertisements that simultaneously deploy limited edition product ( LEP ) cues and heritage cues influence consumers’ perceived brand value and their willingness to pay...
