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Keywords: Actual behaviour
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing 1–44.
Published: 28 July 2026
... B2B customer experience CX–marketing alignment Supplier team stability Financial incentives Actual behaviour Mixed-methods Cardiff University, Internal Research Budget AC2940DAA1 This study was supported through an internal research budget provided by Cardiff University (AC2940DAA1...
Includes: Supplementary data
