Kuanr, Abhisek; Pradhan, Debasis; Lyngdoh, Teidorlang; … - 2021
Negative consumer–brand interactions often result in consumer subversion, in which consumers actively reject or avoid … brands. To date, the role of positive emotional states, such as subjective well-being, in brand avoidance remains a crucial … when subjective well-being influences brand avoidance. Drawing on self-control theory and the literature related to anti …
