Anaza, Nwamaka A.; Saavedra, Jose Luis; Hair, Joe F., Jr; Bagherzadeh, Ramin; Rawal, Monika; Osakwe, Christian Nedu(Elsevier, 2021-09)
Research suggests that customer-brand disidentification is a pertinent source for the breakdown of consumer-brand relationships and a reason why consumers turn against brands. However, practical and theoretical interest ...
