"When Brands Push Us Away: How Brand Rejection Enhances In-Group Brand ..."

Taiyang Zhao et al. (2024)

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DOI: 10.3390/JTAER19040151

access: open

type: Journal Article

metadata version: 2024-11-22

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  - https://dblp.org/rec/journals/jtaer/ZhaoLDHZ24
Taiyang Zhao, Ziwei Liang, Yuqi Du, Ershuai Huang, Yun Zou:
When Brands Push Us Away: How Brand Rejection Enhances In-Group Brand Preference. J. Theor. Appl. Electron. Commer. Res. 19(4): 3123-3136 (2024)

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