Does regional bias matter? Examining the role of regional identification, animosity, and negative emotions as drivers of brand switching: an application in the food and beverage industry

  1. Abdelwahab, D.
  2. San-Martín, S.
  3. Jiménez, N.
Journal of Brand Management

ISSN: 1479-1803 1350-231X

Year of publication: 2022

Volume: 29

Issue: 1

Pages: 111-126

Type: Article

DOI: 10.1057/S41262-021-00260-8 GOOGLE SCHOLAR