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How does frugality influence customer complaints through the mediation of the zone of tolerance? Empirical evidence from Chinese consumers purchasing Shanzhai products

Ming Lin, Mu Tian, Yifan Wang, Libing Shu
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics (2024) 36 (4): 957–976.
https://doi.org/10.1108/APJML-03-2023-0202
Published: 16 November 2023
... Frugality Zone of tolerance of quality Customer complaints Quality perception Customer empathy Numerous firms from emerging market countries, such as China and India, have achieved success by initially replicating mainstream brands and then creating their own brands (Qin et al., 2018...
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