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Keywords: Reverse contagion
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (1): 78–93.
Published: 08 January 2024
...K.R. Jayasimha; Himanshu Shekhar Srivastava; K. Sivakumar; Manoharan Sivaraman Purpose This study aims to explore consumer motivations to mitigate the contagion effect in access-based consumption after instances of prior customer misbehavior. Reverse contagion, demonstrated through customer...
