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Keywords: Brand commitment
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Journal Articles
The impact of the social protest on brand commitment
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Journal of Enterprising Communities: People and Places in the Global Economy (2016) 10 (3): 249–261.
Published: 08 August 2016
...Avichai Shuv-Ami Purpose This paper aims to present changes in customer brand commitment and its components in relation to the cellular and financial markets using three sets of data that were collected before, during and after the social protests of the Summer of 2011 in Israel. Design...
