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Keywords: Brand transgression
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Journal Articles
Nasrin Rasouli, Mohammad Alimohammadirokni, S. Mostafa Rasoolimanesh, Ayatollah Momayez, Nafas (Atefeh) Emadlou
Consumer Behavior in Tourism and Hospitality (2023) 18 (4): 483–498.
Published: 28 September 2023
...Nasrin Rasouli; Mohammad Alimohammadirokni; S. Mostafa Rasoolimanesh; Ayatollah Momayez; Nafas (Atefeh) Emadlou Purpose This study aims to investigate the effect of brand transgression severity on different behavioral responses (BRs). In addition, the role of perceived brand betrayal (BB...
