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Keywords: Brand fallaciousness
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Journal Articles
Journal of Product & Brand Management (2021) 30 (3): 492–511.
Published: 22 December 2020
... Avoidance Revenge Coping Brand betrayal Brand fallaciousness Narcissism Research that focuses on the dark side of the consumer–brand relationships is gaining more importance (Salvatori, 2007). In particular, recent studies have examined the negative aspects of those relationships...
