Insights into the Experience of Brand Betrayal: From What People Say and What the Brain Reveals
Volume: 3, Issue: 2, Pages: 240 - 254
Published: Apr 1, 2018
Abstract
Brand betrayal is a state evoked when a brand with which one has previously established a strong self–brand connection fractures a relationship by engaging in a moral violation. We know...
Paper Details
Title
Insights into the Experience of Brand Betrayal: From What People Say and What the Brain Reveals
Published Date
Apr 1, 2018
Volume
3
Issue
2
Pages
240 - 254
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