Feeling Attached to Symbolic Brands within the Context of Brand Transgressions

Pages: 233 - 256
Published: May 2, 2015
Abstract
Purpose We propose that brands with strong associations and dedicated customers may be vulnerable if customers perceive them as exploiting their...
Paper Details
Title
Feeling Attached to Symbolic Brands within the Context of Brand Transgressions
Published Date
May 2, 2015
Pages
233 - 256
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