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Keywords: Brand avoidance
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2024) 41 (6): 1577–1617.
Published: 28 October 2024
...Zi Wang; Paul C.Y. Liu; Ruizhi Yuan; Gwarlann de Kerviler Purpose Brand information is ubiquitous online and offline; consumers exhibit brand avoidance tendencies towards brand stimuli when there is a discrepancy between a brand image/personality and one’s self-concept. Given the multifaceted...
