摘要 : Negative customer engagement (NCE) has received little research attention. The effect of NCE on market-based assets (i.e. brand equity) and firm performance remains a particularly underexplored topic despite the increasing rates o... 展开
作者 | Rahman~ Mahabubur Faroque~ Anisur R. Sakka~ Georgia Ahmed~ Zafar U. |
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作者单位 | |
期刊名称 | 《Journal of Business Research》 |
页码/总页数 | 422-435 / 14 |
语种 | 英语 |
关键词 | Brand equity Customer complaints Firm performance Relative marketing capability Negative customer engagement |
DOI | 10.1016/j.jbusres.2021.08.023 |
馆藏号 | F-095 |