Review paper
Customer-brand disidentification: Conceptualization, scale development and validation
Abstract
Research suggests that customer-brand disidentification is a pertinent source for the breakdown of consumer-brand relationships and a reason why consumers turn against brands. However, practical and theoretical interest in the study of customer-brand disidentification has been hindered by the absence of a reliable scale with confirmed predictive validity. As a result, the purpose of this study is to develop, operationalize, and test a measure of...
Paper Details
Title
Customer-brand disidentification: Conceptualization, scale development and validation
Published Date
Sep 1, 2021
Journal
Volume
133
Pages
116 - 131
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