The role of organismic integration theory in marketing science: A systematic review and research agenda
Sign Up to like & getrecommendations! Published in 2021 at "European Management Journal"
DOI: 10.1016/j.emj.2021.02.001
Abstract: Abstract Researchers have repeatedly applied the same models/theories to predict consumer behaviour, whereas theories that have been extensively used to promote motivation are disregarded in marketing science. For instance, organismic integration theory (OIT) is a… read more here.
Keywords: marketing science; marketing; integration theory; organismic integration ... See more keywords