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End chain matrices inputs - PowerPoint PPT Presentation

Means-End Theory

A Research Stream. Means-End Theory. What is Means-End Theory?. An Introduction. Means-End Theory. Gutman (1982) Goal is to find the relationship among three levels of meaning that are associated with a product as related to the consumer. Each level becomes more abstract.

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End chain matrices inputs - PowerPoint PPT Presentation

Means-End Theory