Hungry for sour grape: brand rejection on brand desirability and preference
Many niche and luxury brands build their strategies based on the notion that “people want what they can’t have.” Companies build their brand exclusiveness on brand rejection. While rejection may heighten one’s desire, it may also decrease one’s preference and enjoyment. In this study, we focus on th...
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2012
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| Online Access: | http://hdl.handle.net/1993/8455 |