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Keywords: Inverted-U
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (13): 202–229.
Published: 03 August 2021
... an inverted-U shaped relationship between BLOY and customer spending: after reaching a turning point, customers gradually curb spending as their BLOY further increases. High PCOMM acts as a reciprocal response while triggering additional customer spending particularly at higher levels of behavioral loyalty...
