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Keywords: Product failure
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Journal Articles
Does involvement shapes consumers’ response to product failure?
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2017) 29 (2): 283–304.
Published: 10 April 2017
...-subjects experiment on 311 college students, who have recently experienced product failure, is performed. Findings Results reveal that customers with different levels of involvement react differently to product failure. Furthermore, low-involvement products are more likely to develop silent killers...
