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Keywords: Emotional bonding
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2026) 43 (2): 419–437.
Published: 27 January 2026
...' brand attitudes. External threats can strengthen emotional bonding, leading consumers to exhibit more positive brand attitudes. However, a brand's innovation information reduces the positive effect of external threats on consumers' brand attitudes. Originality/value By situating external threats...
