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Keywords: Misconduct
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Journal Articles
Does brand attachment protect consumer–brand relationships after brand misconduct in retail banking?
International Journal of Bank Marketing (2024) 42 (2): 183–204.
Published: 07 April 2023
...Anwar Sadat Shimul; Anisur R. Faroque; Isaac Cheah Purpose This research aims to examine the role of consumers' brand trust and attachment on advocacy intention before and after the occurrence of brand misconduct in retail banking. In addition, the influence of brand attachment on consumers...
