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Keywords: Product variants
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Journal Articles
Journal of Product & Brand Management (2009) 18 (2): 95–105.
Published: 17 April 2009
...Giang Trinh; John Dawes; Larry Lockshin Purpose This study responds to the call of Fader and Hardie for more research on buyer behaviour toward stock keeping units (SKU). This paper aims to examine whether different SKU‐based product variants appeal to buyers with different demographic...
