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Keywords: Willingness to pay
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2016) 34 (1): 117–136.
Published: 01 February 2016
... as the antecedents of IRP and consumers’ willingness to pay (WTP), future purchase intention and attitude toward the seller as the outcomes of IRP. Design/methodology/approach – The data for the study were collected from 272 respondents through a structured survey and analyzed through structural equation...
