Van Vaerenbergh, Yves; Holmqvist, Jonas - In: European Journal of Marketing 47 (2013) 8, pp. 1276-1292
/methodology/approach – Study 1 tests the main hypothesis using a scenario-based experiment with adult consumers in two bilingual countries (Belgium …, Finland). Study 2 further elaborates on these findings using a retrospective survey of actual customer experiences in Belgium …