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Keywords: Brand transgressions
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Journal Articles
Journal of Product & Brand Management (2022) 31 (7): 1125–1139.
Published: 29 April 2022
...Svetlana V. Davis; Peter A. Dacin Purpose The purpose of this paper is to investigate consumer motivation to maintain brand attachment when faced with brand transgressions. This study investigated consumer motivation to maintain brand attachment when faced with brand transgressions. Design...
