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Keywords: Risk reduction
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (7): 1682–1710.
Published: 07 August 2025
...Abhishek Dwivedi; Civilai Leckie; Lester W. Johnson Purpose This study aims to empirically investigate how the credibility of industrial selling firms can influence industrial buying firms’ engagement through shaping their perceptions of risk reduction, value, service quality and dependence...
