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Journal Articles
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment
Available to Purchase
Journal of Product & Brand Management (2022) 31 (7): 1125–1139.
Published: 29 April 2022
..., as is the exclusion of women from the Saudi Arabian IKEA catalog (Fetscherin and Sampedro, 2019). Such value-related crises undermine a brand's ability to deliver symbolic and psychological benefits to consumers, leading to permanent changes in brand attitudes and brand choices (Pullig et al., 2006...
