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Keywords: Category skepticism
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (11): 2348–2372.
Published: 16 July 2019
... positively affects customer satisfaction and willingness to engage in altruistic CP. Consumer category skepticism does not moderate the effect of C2C interaction on customer willingness to engage in altruistic CP. However, category skepticism does have the moderating effect of significantly reducing...
