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Keywords: Apparel brand management
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Journal Articles
Journal of Product & Brand Management (2021) 30 (3): 481–491.
Published: 14 December 2020
... 2020 Emerald Publishing Limited Licensed re-use rights only Brand switching Trust Customer–brand relationship Apparel brand management Consumer resilience Corporate hypocrisy When a brand claims to be something it is not, consumers perceive the brand to be hypocritical, which...
