Sökning: "Yassamin Amirghassemi"
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1. The break-up: Why consumers end their love relationships with brands
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Purpose: Consumers are forming deep love relationships with brands to a degree that involves the incorporation of the brand’s symbolic attributes to their own self-concept. However, though deep, these bonds are not indestructible. LÄS MER
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