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Keywords: Broaden-and-build theory
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (2): 142–166.
Published: 12 March 2025
...Irfan Shamim; Geetha Mohan Purpose This study aims to conduct a systematic literature review on the Broaden-and-Build theory (BBT) in marketing to consolidate its applications, examine its impact on consumer behavior and outline directions for future research. Design/methodology/approach Using...
Includes: Supplementary data
