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Keywords: Trading-up
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Journal Articles
Journal:
Management Decision
Management Decision (2013) 51 (9): 1793–1820.
Published: 11 November 2013
... qualitative, semi-structured and semi-structured interviews. Findings – It is found that a continuum of hybrid consumption types exists, which includes both omnivorous and polarised behaviour. Hybrid consumers opt for both premium and budget alternatives but ignore midrange alternatives. Both trading-up...
