This brand is who I am ... or is it? : examining changes in motivation to maintain brand attachment
Year of publication: |
2022
|
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Authors: | Davis, Svetlana V. ; Dacin, Peter A. |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 7, p. 1125-1139
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Subject: | Avoidance behavior | Blame attribution | Brand attachment | Brand identification | Brand transgressions | Contentious behavior | Customer prioritization | Exclusion | Perceived threat | Reengagement behavior | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing |
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