The Role of Perceived Quality and Customer Self-Incongruence on Customer-Brand Disidentification
Previous research in customer-brand relationships has found brand disidentification as one of the reasons for customers turning against brands. However, there is not much clarity on the antecedents of brand disidentification. Aligning with the balance theory, this research argues that self-incongrue...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad del País Vasco (UPV/EHU)
2023-05-01
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| Series: | Management Letters/Cuadernos de Gestión |
| Subjects: | |
| Online Access: | https://www.ehu.eus/cuadernosdegestion/revista/en/published-issues/articulo?year=2023&vol=23&num=2&o=3 |