[Elsevier] The endorsement paradox: Unpacking the mechanisms of brand betrayal and consumer retaliation in the digital era

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This post will be closed automatically in 2026-09-25 22:38

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journal：Journal of Retailing and Consumer Services

Authors：Tran Hai Ly; Nguyen Kim Thao; Lai Minh Sang; Nguyen Thi Ha Giang; Tran Huyen Tran; Pham Thi Chuc An

Published date：2027-1-

DOI：10.1016/j.jretconser.2026.105024

PDF link：https://www.sciencedirect.com/sc ... 96969892600305X/pdf

Article link：https://doi.org/10.1016/j.jretconser.2026.105024

Article Source：Elsevier BV。

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