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Keywords: Trading-down
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Journal Articles
Journal:
Management Decision
Management Decision (2013) 51 (9): 1793–1820.
Published: 11 November 2013
... and trading-down categories and situations are identified. While in previous studies trading up and trading down have been considered product category specific, the results of this study imply that hybrid consumption transcends product category boundaries. Four key themes characterizing hybrid consumption...
