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Keywords: Sadness
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Journal Articles
Journal of Contemporary Marketing Science 1–17.
Published: 30 June 2026
.../approach The study was anchored in Sternberg’s (2003) duplex theory of hate, using 427 shoppers conveniently sampled from an emerging economy, with structural equation modelling to support data analysis. Findings Results showed that sad experiences related to the consumption of fake fashion products...
