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Keywords: Brand partnership
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Journal Articles
Journal of Product & Brand Management (2026) 35 (6): 770–784.
Published: 19 December 2025
.../methodology/approach The study explores consumers’ reactions to an IP-infringement crisis on social media by employing situation-based between-subjects experimental designs. Study 1 and Study 2 investigated how brand partnership (limited vs. co-branding) and consumer moral reasoning (rationalization vs...
Includes: Supplementary data
