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Keywords: Regulatory control
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (3): 325–338.
Published: 19 March 2019
... The antecedents of fanaticism are identified as both firm’s general effort (i.e. service quality and innovativeness) and specific effort (i.e. perceived reciprocity). In addition, perceived regulatory control moderated the relationship between innovativeness, part of firm’s general effort and customer fanaticism...
