Keywords: Brand animosity
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2023) 28 (1): 45–60.
Published: 28 April 2023
... and reliability analysis. AMOS 24.0 was employed for the confirmatory factor and structural equation modeling analyses. Bootstrapping analysis using PROCESS Macro was employed to analyze the moderating effects. Findings This study found that consumers' brand animosity directly and positively affected boycott...

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