Basu, Rituparna; Sondhi, Neena - In: International Journal of Retail & Distribution Management 49 (2021) 10, pp. 1447-1463
Purpose: This exploratory study aims to examine the prevalent triggers that motivate a premium brand purchase in an online vs offline retail format. Design/methodology/approach: A binary logit analysis is used to build a predictive model to assess the likelihood of the premium brand consumer...