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Relationships and characteristics that influence consumers' purchase decision between store brand and manufacturer brand product offerings have emerged as an interesting and practical area of research. From a management perspective, understanding the process by which consumers make purchase...
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The current study focuses on a process the current researchers label intra-negotiation-which deals with resolution of an individual's potential conflict across facets of oneself-and its influence on two distinctly different kinds of consumption (one favouring consumption, the other reducing the...
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