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Keywords: Brand switching
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Journal Articles
Facts or belief: examining the effect of the cognitive dissonance on brand switching, purchase regret and satisfaction level
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Global Knowledge, Memory and Communication (2025) 74 (3-4): 1209–1222.
Published: 14 April 2023
...Razan Ibrahim Awwad; Blend Ibrahim; Cinoj George; Sameer Hamdan; Kiran Nair Purpose This study aims to investigate the relative impacts of the cognitive dissonance on brand switching (BS) and satisfaction level (SAT) by considering the mediation role of purchase regret (PRG) in these relationships...
