Keywords: Customer disposition
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Journal Articles
European Journal of Marketing (2026) 60 (13): 857–899.
Published: 26 August 2026
... is tested. Both symmetrical partial least squares structural equation modelling and asymmetric fuzzy-set qualitative comparative analysis (fsQCA) are used to enhance the rigour of the findings. Findings Results show that customersdisposition towards LP engagement, in the form of internal tendencies...

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