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Keywords: Psychological ownership theory
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing 1–37.
Published: 23 July 2026
... Psychological contract fulfilment Employee discounts Employer-brand patronage Employee brand identification Psychological ownership theory Brand patronage refers to a consumer’s consistent preference for and repeated purchase of a specific brand over time (Aaker, 1991). It is a key indicator...
