Buffering effects of brand community identification in service failures: The role of customer citizenship behaviors
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DOI: 10.1016/j.jbusres.2018.09.008
Abstract: With two field studies, this research highlights the role of brand community identification (BCI) as a source of customers' repurchase intentions and also reveals how BCI creates a buffering effect, protecting against the negative repercussions… read more here.
Keywords: customer; service failures; brand community; community identification ... See more keywords