When Brands Push Us Away: How Brand Rejection Enhances In-Group Brand Preference
Every interaction between a brand and its consumers can shape their brand attitudes and purchase decisions. Brand rejection is the rejection or neglect that consumers experience when trying to connect with a brand, and it may have far-reaching effects on consumer psychology and behavior. Against thi...
Saved in:
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2024-11-01
|
| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/19/4/151 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|