-What are the theoretical foundations for hypotheses or arguments made? Is there strong support for the authors arguments? -Is there logic, internal consistency, and a strong linkage between theory and hypotheses or arguments? -What is the originality of the contribution to the extant body of knowledge in discipline (i.e., what do we learn that is new?)? -What are the key implications of the findings for understanding consumer behavior and marketing? -What may be some specificfuture research directions?
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