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Keywords: Unfairness
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Journal Articles
Understanding local consumers' reactions to perceived unfair product recalls of foreign brands: a relative deprivation perspective
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Asia Pacific Journal of Marketing and Logistics (2023) 35 (9): 2216–2234.
Published: 17 January 2023
... deprivation theory, this study aims to examine how perceived unfairness of local consumers alters their attitudes toward unfairness-enacting foreign brands and competing domestic brands. Design/methodology/approach This framework was tested by a netnography study on two product recalls from Samsung along...
