Harmony amidst dissonance: unveiling the power of open communication in resolving demarketing dilemmas
Cognitive dissonance (CD) is a well-established concept in marketing literature, particularly within consumer behavior contexts. This study extends its application to the underexplored domain of demarketing in the banking sector, specifically addressing the challenges banks face in managing loan rej...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2453624 |
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