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October 1, 1975Journal of Marketing

Consumer Behavior and Product Performance: An Alternative Conceptualization

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CNChem L. NarayanaRMRom J. Markin

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Narayana et al. (1975) studied this question.

synapsesocial.com/papers/6a20773655fc9dbe7378074dhttps://doi.org/10.2307/1250589
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