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Keywords: Brand recovery
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (7): 1816–1833.
Published: 24 December 2024
... to understand how brands can recover when a sacred relationship is breached. By bridging sacred consumption and institutional theory, this study offers novel insights, highlighting the importance of engaging religious gatekeepers in brand recovery efforts to restore trust and legitimacy. Through scenario...
