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Keywords: Resentment
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Journal Articles
The anatomy of a rivalry: the role of resentment in the development of brand attitudes
Available to Purchase
Journal of Product & Brand Management (2022) 31 (4): 637–653.
Published: 23 August 2021
...Diego Alvarado-Karste; Blair Kidwell Purpose This study aims to demonstrate that feelings of resentment, fueled by perceptions of injustice, underlie the formation of rivalries. Further, this study analyzes how consumers evaluate the two brands that participate in a rivalry relationship. Design...
