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Keywords: Attraction
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (4): 1285–1311.
Published: 30 January 2021
.... Originality/value This study advances knowledge in the field of brand rejection by exploring a specific nuance: brand repulsion. Its close examination of consumer collective practices offers a deeper understanding of the ins and outs of the paradoxical phenomenon of repulsion/attraction for a brand...
