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Keywords: Consumer-brand values deviation
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Journal Articles
Journal of Product & Brand Management (2024) 33 (8): 1000–1012.
Published: 12 November 2024
...Lin Zhao; Annie Cui; Shuili Du Purpose This paper aims to investigate the influence of consumer–brand values deviation on consumer reactions transactionally (i.e. purchase intention) and relationally (i.e. brand loyalty) and uncover two important boundary conditions, namely, cause controversy...
Includes: Supplementary data
