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Keywords: Consumption goal
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Journal Articles
Journal of Product & Brand Management (2024) 33 (8): 1000–1012.
Published: 12 November 2024
... and consumption goal. Design/methodology/approach This paper uses online surveys to test the interactions between consumer-brand values deviation and cause controversy and consumption goal, which subsequently impacts consumer–brand identification. Findings Consumer–brand values deviation negatively...
Includes: Supplementary data
