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Firms Induced Consumer Embarrassment: A Systematic Literature Review

Indian Journal of Industrial Relations

Volume 58 Issue 4

Published: 2023
Author(s) Name: Vaishali Sangwan | Author(s) Affiliation: Department of Marketing, Indian Institute of Management, Lucknow, India.
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Abstract

This article presents a comprehensive and critical review of firms’ induced embarrassment in consumers. The author identifies three major firm-based drivers of consumer embarrassment and firm-facilitated consumer coping. Additionally, the article presents a synthesis of the current state of research, including the research methodology used, publication trends, and details about individual studies. The review will help firms and managers to refine and establish policies that help cater to the unfavourable emotion of consumer embarrassment. The review opens up several avenues for future research to help advance the theory.

Keywords: N.A.

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