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Keywords: Customer prioritization
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Journal Articles
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment
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Journal of Product & Brand Management (2022) 31 (7): 1125–1139.
Published: 29 April 2022
.../methodology/approach This study consisted of two experiments using student participants (n1 = 383 and n2 = 535) who examined how, from a customer prioritization strategy, perceived value- and image-based transgressions affect the motivation to maintain brand attachment and subsequent...
