Yang, Hsiao-Pei; Yen, Dorothy; Balmer, John M.T - In: Qualitative Market Research: An International Journal 23 (2020) 4, pp. 865-890
Purpose: Drawing on infrequent purchase and university selection literature, the purpose of this study is to make theoretical contributions to the identification and comprehension of the ‘once-in-a-lifetime purchase’ (OILP) phenomenon. Design/methodology/approach: Data derived from in-depth...