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Keywords: Self-directed emotions
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Journal Articles
Journal of Product & Brand Management (2019) 28 (7): 787–799.
Published: 29 May 2019
... and the mediating role of positive and negative self-directed emotions. Design/methodology/approach The hypotheses are tested using two 2 × 2 between-subjects experiments with product failure and warranty purchase as the two factors, attitude toward the brand as the dependent variable, positive and negative...
