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Keywords: The original and the revised consumer learning theory
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (1-2): 199–223.
Published: 07 February 2018
... Limited 2018 Emerald Publishing Limited Licensed re-use rights only Functional magnetic resonance imaging (fMRI) Product harm crisis The original and the revised consumer learning theory Word-of-mouth WOM Siomkos and Kurzbard (1994) defined the product harm crisis as discrete, well...
