Jiang, Hongyan; Xu, Mengmeng; Sun, Peizhen; Zhang, Jing - In: International Journal of Emerging Markets 17 (2021) 4, pp. 987-1007
Purpose: Mixed products, while presenting new business opportunities, raise considerable concerns among managers and researchers. However, whether mixed products (functionally vs culturally) trigger positive or negative consumer reactions is controversial. Hereby, the present research seeks to...