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Keywords: Consumer revenge
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2016) 50 (9-10): 1602–1628.
Published: 12 September 2016
... in explaining consumer revenge (Bechwati and Morrin, 2003 ; Grégoire et al., 2010). A significant body of work explores the nature and potential consequences of anger at the firm in a marketing context. Consumer anger is caused by different types of violations (Bougie et al., 2004...
