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Indulging in Premium versus Luxury products: Seeking justification to avoid regrets
(Doctoral thesis; Doktorgradsavhandling, 2018-05-22)
The demand for premium products is expanding across saturated markets, such as food and beverages. Premium products stand out on the store shelf because they signal higher quality and exclusivity with their fine product packaging, higher prices, and selective distribution. Despite the growing consumer demand for these products, and acknowledgments in the literature that the lines between luxury and ...