Me, my brand and I: Consumer responses to luxury brand rejection
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DOI: 10.1016/j.jbusres.2017.05.032
Abstract: Integrating the social rejection and brand threat literatures, this research examines how consumers respond when the luxury brand they identify with is rejected by their social peers. Across two studies, it is observed that, consumers… read more here.
Keywords: responses luxury; rejection; consumer responses; brand ... See more keywords