Involvement and its marketing implications in female products

This paper identifies the role that involvement plays in females' purchase behavior and identifies the implications for marketers of these products.

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Bibliographic Details
Main Authors: Ng, Soo Khim, Tia, Lew Yong, Wan, Yin Yoke
Other Authors: Tan, Thomas Tsu Wee
Format: Final Year Project
Published: 2008
Subjects:
Online Access:http://hdl.handle.net/10356/11119
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Institution: Nanyang Technological University
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