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Keywords: General neophobia
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Journal Articles
Understanding non-private label consumers’ switching intention in emerging market
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (6): 689–705.
Published: 30 April 2019
... to test the moderating role of general neophobia and gender. Design/methodology/approach Focusing on non-private label consumers, the study analyzed a total of 211 questionnaire responses. Partial least squares structural equation modeling was used to test the research model. Findings The results...
