The revenge of the consumer! How brand moral violations...

The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism

Romani, Simona, Grappi, Silvia, Zarantonello, Lia, Bagozzi, Richard P
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Volume:
22
Language:
english
Journal:
Journal of Brand Management
DOI:
10.1057/bm.2015.38
Date:
October, 2015
File:
PDF, 197 KB
english, 2015
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