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Keywords: External trash-talking
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (3-4): 683–701.
Published: 31 January 2018
...Arnold Japutra; Yuksel Ekinci; Lyndon Simkin; Bang Nguyen Purpose The purpose of this paper is to investigate the role of ideal self-congruence in instigating two types of negative consumer behaviours – compulsive buying and external trash-talking – and the mediating role of brand attachment...
