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      The Role of Perceived Quality and Customer Self-Incongruence on Customer-Brand Disidentification 

      Saavedra Torres, Jose L.; Bhattarai, Ashok; Rawal, Monika; Upadhyaya Subedi, Bhaskar (Instituto de Economía Aplicada a la Empresa (Universidad del País Vasco UPV/EHU), 2023-05-31)
      [EN] 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 ...