When customers strike back: examining the impact of psychological contract violation on customers' switching behaviour
Although the psychological contract has garnered attention from scholars in the social sciences, little is known about its implications from a marketing perspective. This study aims to investigate the mediating role of customer-brand disidentification between psychological contract violation and cus...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
The University of Dodoma
2023-12-01
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| Series: | African Business Management Journal |
| Subjects: | |
| Online Access: | https://journals.udom.ac.tz/index.php/abmj/article/view/121/58 |
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