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Journal Articles

Luxury customer's motivations to adopt gamification

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Sheetal Jain, Sita Mishra, Garima Saxena
Journal: Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (2): 156–170.
https://doi.org/10.1108/MIP-05-2022-0207
Published: 12 October 2022
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Journal Articles

Consumers' psychological reactance and ownership in in-game advertising

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Gunjan Malhotra, Sita Mishra, Garima Saxena
Journal: Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (6): 842–855.
https://doi.org/10.1108/MIP-09-2020-0419
Published: 01 June 2021
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