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Oppositional brand choice: Using brands to respond to relationship frustration |
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| Authors: | Danielle J. Brick Gavan J. Fitzsimons |
| Affiliation: | 1. Peter T. Paul College of Business and Economics, University of New Hampshire, Durham, NH 03824, United States;2. Fuqua School of Business, Duke University, Durham, NC 27708, United States |
| Abstract: | |
| Keywords: | Oppositional brand choices Emotions Social power |