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Keywords: Trash talking
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2026) 27 (2): 207–226.
Published: 25 September 2024
... compulsive buying via the hierarchical linkages between brand love and brand addiction. Trash talking functions as a stimulant, amplifying the effect of brand addiction on compulsive buying. Research limitations/implications The data were collected from young Thai consumers; thus, the generalizability...
