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Keywords: Creative benefits
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Journal Articles
Yeyi Liu, Tobias Johannes Hubert Mayerhofer, André Marchand, Thomas Foscht, Martin Paul Fritze, Andreas Benedikt Eisingerich
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (11): 2393–2425.
Published: 11 October 2024
...Yeyi Liu; Tobias Johannes Hubert Mayerhofer; André Marchand; Thomas Foscht; Martin Paul Fritze; Andreas Benedikt Eisingerich Purpose This study aims to explore the extent to which customer orientation and creative benefits offered by a firm may weaken rather than strengthen customer engagement...
Includes: Supplementary data
