2011
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Abstract: Consumer sentiment toward marketing has been extensively addressed in the marketing literature. However, while most existing studies provide contributions regarding the levels of consumer perceptions of the marketing function, most fall short of providing significant insights into the antecedents of these sentiment levels. That is to say, little is offered to help marketers understand why consumers perceive the marketing function the way they do. In this study, a conceptual framework is developed in an attempt… Show more

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