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Keywords: Support after transgression
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Journal Articles
Journal of Product & Brand Management (2020) 29 (6): 729–743.
Published: 29 June 2020
... © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Celebrity Celebrity branding Moral reasoning Moral rationalization Human brands Moral decoupling Support after transgression H1. Consumer support for a celebrity’s return...
