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Keywords: Brand jealousy
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Journal Articles
Journal of Product & Brand Management (2014) 23 (1): 24–32.
Published: 11 March 2014
...Richard C. Leventhal; Abhigyan Sarkar; S. Sreejesh Purpose – The purpose of the present paper is to develop and validate a scale of romantic brand jealousy and to examine the role played by the brand love-jealousy framework on consumers' active engagement. Design/methodology/approach...
