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Keywords: Resistance
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Journal Articles
Challenging market conventions: Supermarket diversification and consumer resistance in children's apparel purchases
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Journal of Fashion Marketing and Management: An International Journal (2011) 15 (4): 464–485.
Published: 20 September 2011
... and legitimate, apparel market offer for young children. This study aims to explore parental purchasing decisions on apparel for young children (below ten years old) focusing on supermarket diversification into apparel and consumer resistance against other traditional brands. Design/methodology/approach Data...
