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Browsing MBA (BUIC) by Author "Gulalai Khan, 01-221111-054"
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Gulalai Khan, 01-221111-054
(Bahria University Islamabad Campus, 2012)
Shopping value holds a key determinant of customer value in retail marketing. The academic literature has identified two dimensions of shopping value; hedonic value and utilitarian value. Hedonic value is derived from the ...