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Saying no to the glow: When consumers avoid arrogant brands |
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| Authors: | Nira Munichor Yael Steinhart |
| Affiliation: | 1. School of Business Administration, Hebrew University of Jerusalem, Mount Scopus, Jerusalem 91905, Israel;2. Recanati Graduate School of Business, Tel‐Aviv University, Tel‐Aviv 69978, Israel |
| Abstract: | |
| Keywords: | Brands Arrogance Self‐threat Communications Image |