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Keywords: Prior brand attitude
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2021) 38 (7): 813–827.
Published: 02 September 2021
... brand closeness. This study demonstrates that this effect is conditional on the strength of the negative attribute claim disclosed and consumers’ prior brand attitudes. The moderating role of negative product attributes claims strength. Self-mockery is built on negative self...
