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• W2189348582 abstract "More and more companies tend to give their most recent customers special treatment, thereby using it as a recruitment rather than a rewarding tool. Building on the concepts of legitimacy, reciprocity and inference, we show by means of a quantitative study (N = 301) and a qualitative study that this practice may result in resistance, with consumers either rejecting the brand or adopting opportunistic behavior. These findings enable us to make a series of recommendations for the better use of this CRM tool." @default.
• W2189348582 created "2016-06-24" @default.
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• W2189348582 date "2012-12-01" @default.
• W2189348582 modified "2023-10-02" @default.
• W2189348582 title "Special Treatment as a Recruitment Tool: Issues of Consumer Resistance" @default.
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• W2189348582 doi "https://doi.org/10.1177/205157071202700402" @default.
• W2189348582 hasPublicationYear "2012" @default.
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