Work

When does brand purpose stop creating brand equity? The moralizations trap of strategic self-sabotage

Year: 2026

Type: article

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-11-2025-6537

Authors: Lisgrey Barrera Legorburo, Leslier Valenzuela-Fernández

Institution: University of Chile

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: W7214445649

FWCI:

Cites: 137

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