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Keywords: Mothers
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Journal Articles
Journal of Product & Brand Management (2016) 25 (1): 69–83.
Published: 21 March 2016
...Pramod P. Iyer; Audhesh K Paswan; Arezoo Davari Purpose – The purpose of this study is to explore the extent to which love cues are used by brands targeted at multiple decision-makers in a family, specifically the mother and child. Design/methodology/approach – First, secondary database...
