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Keywords: Jailbreaking
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Journal Articles
Taking a bite out of Apple: Jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value
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Journal of Product & Brand Management (2017) 26 (4): 351–364.
Published: 17 July 2017
...Michael SW Lee; Ian Soon Purpose The purpose of this paper is to explore the phenomena of Apple iPhone jailbreaking, a novel scenario where a company actively oppresses and discourages the co-creation of value and customisation of its products by loyal consumers. Design/methodology/approach...
