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Luxury
single-versus multi-brand stores: The effect of consumers'
hedonic goals on brand comparisons
P
Desmichel, B
Kocher - Journal of Retailing, 2020 - Elsevier
… decision-making processes in each type
of store. We show that multi-brand stores offer
less
hedonic shopping … in exhaustive brand comparisons when purchasing luxury
items. We find …
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