Work

Navigating brand activism: the role of brand betrayal and brand anthropomorphism in influencing consumer backlash

Year: 2026

Type: article

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-10-2024-5541

Authors: Gema Vinuales, Daniel Sheinin

Institutions: San Jose State University, University of Rhode Island

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7125384226

FWCI: 39

Cites: 81

Cited by: 4

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