What drives consumers to customize products? The mediating role of brand experience
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DOI: 10.1016/j.jretconser.2021.102773
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- Siyal, Abdul Waheed & Chen, Hongzhuan & Jamal Shah, Syed & Shahzad, Fakhar & Bano, Shaher, 2024. "Customization at a glance: Investigating consumer experiences in mobile commerce applications," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
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Keywords
Customization; Brand experience; Behavioral intention;All these keywords.
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