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Keywords: Logo merchandise
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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
... that elucidates the social influences that encourage a customer to purchase a service firm's logo products. Findings The results show that a customer's integration into a service‐based community encourages him or her to purchase the firm's logo merchandise. In addition, a customer's ability to identify...
