Hamzelu, Bahman; Gohary, Ali; Ghafoori Nia, Salar; … - In: Asia Pacific Journal of Marketing and Logistics 29 (2017) 2, pp. 283-304
Purpose Customer reaction to failure is of essential importance and varies by level of involvement with products and services. Thus, the purpose of this paper is to use the FCB grid to examine effects of involvement and emotion on failure of products and services. It also explores effects of...
