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Keywords: Aggressive personality
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Journal Articles
Love becomes hate? or love is blind? Moderating effects of brand love upon consumers’ retaliation towards brand failure
Available to Purchase
Journal of Product & Brand Management (2021) 30 (3): 415–432.
Published: 30 March 2020
... and how negative emotions lead to retaliation intention. Then, it probes into opposite moderation effects of brand love in these two stages. Further, it explores contingent factors, including perceived fairness, inferred goodwill, aggressive personality and brand trust, which may moderate “love is blind...
