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Keywords: Licensed merchandise
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Journal Articles
Managing Service Quality: An International Journal (2014) 24 (4): 384–398.
Published: 08 July 2014
...Lee-Joy Cheng; Chin-Chia Yeh; Seng-Lee Wong Purpose – The purpose of this paper is to explore consumer decision-making factors related to purchases of licensed merchandise, while focussing on how consumers’ identification with the 2009 World Games (WG), perceptions of quality and attitudes toward...
