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Keywords: Negative customer engagement
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (7): 1469–1499.
Published: 04 March 2020
...Kay Naumann; Jana Bowden; Mark Gabbott Purpose The purpose of this study is to operationalise and measure the effects of negative customer engagement (CE) in conjunction with positive CE. Both valences are explored through affective, cognitive and behaviour dimensions, and, in relation...
