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An Experimental Explanation for the Influence of In-Store Mannequins (Models) on Women’s Shopping Behaviors Regarding the Customers’ Knowledge of Fashion as A Moderating Variable

Kambiz Heidarzadeh Hanzaee

Volume 12, Issue 4 , January 2021, , Pages 681-703

https://doi.org/10.22059/jwica.2021.316325.1527

Abstract
  The present study is conducted to investigate the influence of in-store mannequin models (with or without head) on customers’ buying decisions and visualizing the clothes on body, having an eye to the role of customers’ knowledge about fashion as a moderating variable. Moreover, the investigation ...  Read More