... their resistance to it, well-being and turnover intentions. Design/methodology/approach A mixed-methods approach, combining qualitative interviews (Study 1), quantitative survey (Study 2) and a between-subjects online experiment (Study 3) was used to explore these dynamics under varying conditions...

... satisfaction and nostalgic connection was found to influence brand attachment and satisfaction has a bearing on proselytism. Brand attachment in turn influences the intention to continue the relationship and the resistance to upward pricing, but not toward proselytism. The managerial implications can...