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Keywords: Customer voluntary performance
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Journal Articles
Wearing community: why customers purchase a service firm's logo products
Available to Purchase
Journal:
Journal of Services Marketing
Journal of Services Marketing (2012) 26 (5): 310–321.
Published: 27 July 2012
...Mark S. Rosenbaum; Drew Martin Purpose The purpose of this research is to investigate customer purchase of a service organization's logo/branded merchandise as a type of customer voluntary performance behavior. Design/methodology/approach The article employs three separate studies; two...
