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Losing and grieving: an approach toward understanding the consequences of brand grief and typology of grieving consumers

Marketing Intelligence & Planning (2025) 43 (3): 653–678.

https://doi.org/10.1108/MIP-06-2023-0252

Published: 22 November 2024

... stemming from the termination of CBR due to brand death and brand transgression in the context of product and human brand. Design/methodology/approach Considering the exploratory nature of this study, qualitative research methodology employing in-depth interviews from consumers of global products...

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