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Keywords: Movies
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Journal Articles
Segmenting consumers of pirated movies
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2011) 28 (4): 252–260.
Published: 28 June 2011
...Jason Ho; Charles B. Weinberg Purpose This paper seeks to assess how different segments in the movie market respond to three marketing drivers, namely prices, product availability and viewing channels (including piracy). Design/methodology/approach A total of 12 conjoint profiles were designed...
