W hy is referent power an especially potent force for marketing appeals? What factors help to predict

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W hy is referent power an especially potent force for marketing appeals? What factors help to predict whether or not reference groups will be a powerful influence on a person’s purchase decisions?

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Consumer Behaviour A European Perspective

ISBN: 9781292116723

6th Edition

Authors: Michael R. Solomon, Margaret K. Hogg, Søren Askegaard, Gary Bamossy

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