Keywords: Iranian consumers
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Journal Articles
Journal of Product & Brand Management (2020) 29 (5): 547–568.
Published: 29 October 2019
... price and alternative devaluation). These aspects are explored for sports apparel brands after considering the perceptions of Iranian consumers. Design/methodology/approach This study is based on the analysis of survey data gathered online and face-to-face from a sample of Iranian consumers...

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