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...

תיאור מלא

מידע ביבליוגרפי

Principais autores:	Jose L. Saavedra Torres, Ashok Bhattarai, Monika Rawal, Bhaskar Upadhyaya Subedi
פורמט:	Artigo
שפה:	Inglês
יצא לאור:	Universidad del País Vasco (UPV/EHU) 2023-05-01
סדרה:	Management Letters/Cuadernos de Gestión
נושאים:	customer-brand disidentification customer self-incongruence emotions perceived quality
גישה מקוונת:	https://www.ehu.eus/cuadernosdegestion/revista/en/published-issues/articulo?year=2023&vol=23&num=2&o=3
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