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Keywords: In-depth interviews
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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
... motivations and behavior of digital pirates across time and digital mediums including their decision to abandon piracy. Digital media Digital piracy Anti-consumption In-depth interviews Brand hegemony Customer orientation The understanding and prevention of consumer misbehavior...
