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Keywords: Undesired self
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2019) 31 (4): 1095–1117.
Published: 31 May 2019
... equation modelling was used to analyse the model. Findings First, the results confirm that individual-level identity-based drivers (undesired self-congruence and negative social influence) consistently predict brand avoidance for foreign brands across both markets, whereas country-level drivers...
