Keywords: Firm failure
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Journal Articles
Journal of Consumer Marketing (2021) 38 (7): 751–765.
Published: 27 September 2021
... failure. Study 2b examines the relationship between firm theory and blame attributions on post-failure loyalty. Study 3 explores the effect of firm theory on perceptions of control and blame attributions following repeated firm failures. Findings Study 1 shows firm theory influences consumer knowledge...

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