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Keywords: Opposition brand loyalty
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (1): 98–116.
Published: 27 January 2023
... and oppositional brand loyalty and establishes the role of narcissism as a moderator. Design/methodology/approach Standardized scales, including a new brand pride scale developed by the authors, were used to collect data from 522 respondents. Covariance-based structural equation modeling was used to test...
