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Keywords: Consumer brand relationships
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Journal Articles
Journal of Product & Brand Management (2024) 33 (1): 43–56.
Published: 12 October 2023
...Paul Schreuder; Marcel Zeelenberg; Tila M. Pronk Purpose Understanding consumer brand relationships from the perspective of the consumer has been a research topic for years. Despite this, there are still various ways in which the construct is interpreted. This paper aims to identify the most...
