1. – Department Of Marketing, Indian Institute Of Management, Lucknow, India.
| Received
03-Jun-2023 |
Accepted
- |
Published
03-Jun-2023 |
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.
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