Blar i BI Open på forfatter "Skagefoss, Martine"
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When feminine product presentation t>acllfires: Utilitarian us Hedonic products on Purchase Intention and Attitude toward product, and the mediating effect of Source Credit
Sund, Johanne Liereng; Skagefoss, Martine (Master thesis, 2023)In this research, we propose that a product with feminine product presentation can backfire, leading to reduced purchase intention and attitude. The research topic was inspired from an increased trend we have observed over ...