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Keywords: Price sensitivity
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (5): 596–614.
Published: 26 June 2023
...Emerson Wagner Mainardes; Silvestre de Jesus Cunha Paixão Júnior; Ricardo Gouveia Rodrigues Purpose This study aims to verify the antecedents influencing mobile gamers’ intentions to purchase mobile phones. To this end, the constructs price–quality relationship, price sensitivity, perceived...
Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2011) 12 (4): 361–369.
Published: 22 November 2011
...Nitin Gupta Purpose The purpose of this paper is to estimate the extent of susceptibility to interpersonal influence and price sensitivity prevalent among Indian youth, to test if there is a relationship between these two constructs and identify the reason for the same. Design/methodology...
