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Keywords: FCB grid
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2017) 29 (2): 283–304.
Published: 10 April 2017
...Bahman Hamzelu; Ali Gohary; Salar Ghafoori Nia; Kambiz Heidarzadeh Hanzaee Purpose Customer reaction to failure is of essential importance and varies by level of involvement with products and services. Thus, the purpose of this paper is to use the FCB grid to examine effects of involvement...
