Kharouf, Husni; Lund, Donald J.; Krallman, Alexandra; … - In: European Journal of Marketing 54 (2020) 9, pp. 2139-2170
Purpose: Drawing on signaling theory, the purpose of this study is to investigate the effects of the strength and framing of firm signals sent to repair relationships following relationship violations. Design/methodology/approach: Three 2 × 2 scenario-based experiments (totaln= 527) manipulate...