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Keywords: Sincerity
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing 719–750.
Published: 23 June 2026
...Robin Singh Bhalla; Gurbir Singh; Balaji M.S. Purpose Drawing on the find-remind-and-bind theory, this study aims to investigate the impact of brand gratitude on consumer–brand relationship quality ( BRQ ). It identifies perceived sincerity as the underlying mechanism, examines brand loyalty...
Includes: Supplementary data
