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This paper examines the role of addiction in influencing the demand for e-cigarettes using the Nielsen Retail Scanner … Data and the Nielsen Consumer Panel Data between 2012 and 2017. With a comparison of a myopic addiction model, a forward …-looking model, and a rational addiction model, this paper tests whether the consumption of e-cigarettes is addictive and rational …
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This dissertation examines the development of guerrilla marketing strategies and techniques. At the dawn of the 21st century, as the traditional advertising model evolves thanks to changes in technology, markets, commercial clutter, and audience cynicism, marketers are increasingly exploring new...
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Post-purchase consumer behavior is an area of consumer research that is underdeveloped. One new phenomenon that can be used to study post-purchase consumer behavior is the individual behavior related to “socially-visible brands.” A socially-visible brand (SVB) is a brand located on or near a...
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