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Keywords: Focus group discussion
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Journal Articles
Qualitative Market Research: An International Journal (2023) 26 (5): 534–554.
Published: 07 July 2023
... to brand gratitude. This study aims to develop a conceptual model by identifying a set of components and establishing a probable linkage between them for the development of brand gratitude. Design/methodology/approach A qualitative study involving three focus group discussions with industry experts...
