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Keywords: Consumer participation
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing 1–27.
Published: 29 July 2026
... failure Consumer participation Word-of-mouth Impression management National Natural Science Foundation of China 72062013 National Natural Science Foundation of China 72562011 Natural Science Foundation of Hainan Province 724RC492 Natural Science Foundation of Hainan...
Includes: Supplementary data
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (4): 1015–1046.
Published: 09 April 2024
... campaigns but also showing when and why YSWD campaigns are more effective than sales-based cause-related marketing campaigns. Second, our research extends and broadens the literature on consumer participation by drawing from organizational psychology (Spreitzer, 1995) and focuses on the mediating role...
