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Keywords: Dual-earner parents
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Journal Articles
Journal of Product & Brand Management (2025) 34 (5): 662–674.
Published: 24 March 2025
...Sooa Hwang; Nayoung Yoon; Jaewoo Joo Purpose The objective of this study is to explore the effect of family and message type interactions on the sales of smart home products. The study hypothesizes that dual-earner parents, a prolific segment of consumers, will indicate a greater willingness...
