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Keywords: Low-income consumers
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Journal Articles
Brand loyalty among low-income consumers?
Available to Purchase
Qualitative Market Research: An International Journal (2021) 24 (2): 260–280.
Published: 05 October 2020
...Murilo Carrazedo Costa Filho; Roberto P.Q. Falcao; Paulo Cesar de Mendonça Motta Purpose Low-income consumers (LICs) have gained more attention from marketers after Prahalad and Hart (2004) called attention to untapped opportunities among the world’s poorest. Once neglected and seen as price...
