Keywords: Moral avoidance
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Journal Articles
Qualitative Market Research: An International Journal (2016) 19 (1): 27–43.
Published: 11 January 2016
... Moral avoidance Brands and consumption are major characteristics of modern societies, as they appear in all different aspects of our lives (Kapferer, 2012). Current branding research has explored positive customer brand relationships such as brand love (Carroll and Ahuvia, 2006 ; Bergkvist...

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