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DimensionsBanerjee, Shubhomoy and Ghosh, Abhijit (2022) Till death do us part – customer commitment after negative publicity: the role of relational variables and cognitive dissonance. Asia Pacific Journal of Business Administration. ISSN 1757-4323 (In Press)
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Abstract
The purpose of this study is to study the impact of relationship marketing orientation (RMO) and relationship quality on customers' commitment and pro-marketer behavior (positive word of mouth and external attribution) after negative brand publicity by using the combined lens of relationship marketing theory and the theory of cognitive dissonance
| Item Type: | Article |
|---|---|
| Keywords: | Dissonance Reduction Strategies | Negative Publicity | Relationship Marketing Orientation | Relationship Quality |
| Subjects: | Social Sciences and humanities > Business, Management and Accounting > General Management |
| JGU School/Centre: | Jindal Global Business School |
| Depositing User: | Amees Mohammad |
| Date Deposited: | 17 May 2022 05:59 |
| Last Modified: | 17 May 2022 05:59 |
| Official URL: | https://doi.org/10.1108/APJBA-08-2021-0411 |
| URI: | https://pure.jgu.edu.in/id/eprint/3061 |
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