Search
Now showing items 1-1 of 1
The Role of Perceived Quality and Customer Self-Incongruence on Customer-Brand Disidentification
(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 ...