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Ebooks on agriculture and the applied life sciences from CAB International
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This chapter deepens understanding of holistic case-based modelling of customers' thinking-doing brand experiences using grounded theory studies. The chapter includes an empirical study to illustrate the method. The reported study includes applying the 'long-interview method' and 'theoretical...
This volume focuses on consumer decision making for evaluating choice alternatives in tourism, leisure, and hospitality operations. It deals with research and methodological problems such as coping with nonlinear utility functions, capturing highly emotional product attributes, incorporating...