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Keywords: Digital piracy
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Journal Articles
A brand hegemony rejection explanation for digital piracy
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (5): 1512–1531.
Published: 09 May 2022
...Espen Jütte; Erik L. Olson Purpose This paper aims to uncover the influence of copyright holder/digital media policies on digital piracy behavior using the brand hegemony rejection (BHR) theory. Design/methodology/approach Content analysis of in-depth personal interview data from active...
