CONSUMER-BRAND RELATIONSHIPS UNDER THE EFFECT OF CONSUMER DISHONEST BEHAVIOR

Didem Gamze Isiksal; Elif Karaosmanoglu

doi:10.17261/Pressacademia.2018.843

Research Article

CONSUMER-BRAND RELATIONSHIPS UNDER THE EFFECT OF CONSUMER DISHONEST BEHAVIOR

Year 2018, Volume: 5 Issue: 2, 113 - 123, 15.07.2018

Didem Gamze Isiksal Elif Karaosmanoglu

https://doi.org/10.17261/Pressacademia.2018.843

Abstract

Purpose- This study aims to investigate the relationship between consumers’ feeling of befooled and their relationship with the brand. It argues that when consumers react back to the wrongdoing brand by behaving dishonestly, they feel guilty so that they need to compensate for the post feelings of guilt by establishing stronger relationships with the brand.

Methodology- This paper adopts a 2 (befooled) X 2 (ambiguity) factorial experimental design and moderated mediation (Hayes’ (2013) PROCESS macro) to test causal relationships. It conveniently gathers 257 responses via Amazon Mechanical Turk (MTurk).

Findings- This study reveals that when a brand does wrong to its customers, they engage in punitive behaviors. However, post feelings of guilty turn their brand attachment into positive and repair their commitment. Moreover, situational ambiguity nurtures consumers’ dishonesty and hence increases feelings of guilt, which work in favor of consumer-brand relationship reparation.

Conclusion- Overall, this paper reveals that negative instances may lead to repairing consequences for the consumer-brand relationships

Keywords

Dishonest behavior, guilt, consumer-brand relationship, ambiguity, moderated mediation

References

Aaker, J. L., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31, 1–16.
Adams, J. S. (1965). Inequity in social exchange. In L. Berkowitz (Ed.), Advances in Experimental Social Psychology, 2, pp. 267-299. New York: Academic Press.
Ahuvia, A. C. (2005). Beyond the extended self: loved objects and consumers' identity narratives. Journal of Consumer Research, 32(1), 171-184.
Al-Khatib, J. A., Vitell, S. J. & Rawwas, M. Y. (1997). Consumer ethics: a cross-cultural investigation. European Journal of Marketing, 31(11/12), 750-767.
Allard, T. & White, K. (2015). Cross-domain effects of guilt on desire for self-improvement products. Journal of Consumer Research, 42(3), 401-419. doi: 10.1093/jcr/ucv024
Ariely, D. & Jones, S. (2012). The (honest) truth about dishonesty: how we lie to everyone, especially ourselves (Vol. 336). New York, NY: HarperCollins.
Argo, J. J. & Shiv, B. (2012). Are white lies as innocuous as we think? Journal of Consumer Research, 38(6), 1093-1102. doi: 10.1086/661640
Ashworth, L., Dacin, P. & Thomson, M. (2009). Why on earth do consumers have relationships with marketers. In D. J. MacInnis, C. W. Park &, J. W. Priester (Eds.) Handbook of Brand Relationships, (pp. 82-106). Routledge.
Bechwati, N. N. & Morrin, M. (2003). Outraged consumers: getting even at the expense of getting a good deal. Journal of Consumer Psychology, 13(4), 440-453. doi: 10.1207/S15327663JCP1304_11
Berry, L. L. (1995). Relationship marketing of services— growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23, 236–245
Camerer, C. (2003). Behavioral game theory: experiments in strategic interaction. Princeton University Press.
Colquitt, J. A., Scott, B. A., Judge, T. A. & Shaw, J. C. (2006). Justice and personality: using integrative theories to derive moderators of justice effects. Organizational Behavior and Human Decision Processes, 100 (1), 110-127.
Doney, P. M. & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51. doi: 10.2307/1251829
Elangovan, A. R. & Shapiro, D. L. (1998). Betrayal of trust in organizations. Academy of Management Review, 23(3), 547-566. doi: 10.5465/AMR.1998.926626
Fedorikhin, A., Park, C. W. & Thomson, M. (2008). Beyond fit and attitude: the effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18(4), 281-291. doi: 10.1016/j.jcps.2008.09.006
Ferrara, M. H. (2002). Can't live with them or can't live without them: effects of betrayal on relational outcomes (Order No. 1409508). Available from ProQuest Dissertations & Theses Global. (230854229). Retrieved from http://160.75.22.2/docview/230854229?accountid=11638
Fehr, E. & Schmidt, K. M. (1999). A theory of fairness, competition, and cooperation. The Quarterly Journal of Economics, 114(3), 817-868. doi: 10.1162/003355399556151
Festinger, L. (1957). A theory of cognitive dissonance. Stanford, California: Stanford University Press.
Fisk, R., Grove, S., Harris, L. C., Keeffe, D. A., Daunt, K. L., Russell-Bennett, R. & Wirtz, J. (2010). Customers behaving badly: a state of the art review, research agenda and implications for practitioners. Journal of Services Marketing, 24(6), 417-429. doi: 10.1108/08876041011072537
Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
Fournier, S. (2009). Lessons learned about consumers’ relationships with their brands. In D. J. MacInnis, C. W. Park & J. R. Priester (Eds.), Handbook of brand relationships (pp. 5–23). Armonk, NY: M.E. Sharpe.
Fullerton, R. A. & Punj, G. (2004). Repercussions of promoting an ideology of consumption: consumer misbehavior. Journal of Business Research, 57(11), 1239-1249. doi: 10.1016/S0148-2963(02)00455-1
Gino, F., Ayal, S. & Ariely, D. (2009). Contagion and differentiation in unethical behavior: the effect of one bad apple on the barrel. Psychological Science, 20(3), 393-398. doi: 10.1111/j.1467-9280.2009.02306.x
Grégoire, Y. & Fisher, R. J. (2006). The effects of relationship quality on customer retaliation. Marketing Letters, 17(1), 31-46. doi: 10.1007/s11002-006-3796-4
Grégoire, Y. & Fisher, R. J. (2008). Customer betrayal and retaliation: when your best customers become your worst enemies. Journal of the Academy of Marketing Science, 36(2), 247-261. doi: 10.1007/s11747-007-0054-0
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press
Heider, F. (1958). The psychology of interpersonal relations. New York: Wiley.
Izard, C. E. (1977). Human emotions. New York: Plenum Press.
Jones, D. A. (2009). Getting even with one's supervisor and one's organization: relationships among types of injustice, desires for revenge, and counterproductive work behaviors. Journal of Organizational Behavior, 30(4), 525-542.
Jones, M., Love, B. C. & Maddox, W. T. (2006). Recency effects as a window to generalization: separating decisional and perceptual sequential effects in category learning. Journal of Experimental Psychology: Learning, Memory, and Cognition, 32(2), 316-332. doi: 10.1037/0278-7393.32.3.316
Kidder, D. L. (2007). Restorative justice: not “rights”, but the right way to heal relationships at work. International Journal of Conflict Management, 18(1), 4-22. doi: 10.1108/10444060710759291
Koehler, J. J. & Gershoff, A. D. (2003). Betrayal aversion: when agents of protection become agents of harm. Organizational Behavior and Human Decision Processes, 90(2), 244-261. doi: 10.1016/S0749-5978(02)00518-6
Los Angeles Times (2012). Apple to argue Samsung was warned products copied iPhone, iPad, http://articles.latimes.com/2012/jul/26/business/la-fi-tn-apple-samsung-copied-20120726 Accessed 30.06.16.
Malhotra, N. K. & Miller, G. L. (1998). An integrated model for ethical decisions in marketing research. Journal of Business Ethics, 17(3), 263-280. doi: 10.1023/A:1005711311426
Mazar, N., Amir, O. & Ariely, D. (2008). The dishonesty of honest people: a theory of self-concept maintenance. Journal of Marketing Research, 45(6), 633-644. doi: 10.1509/jmkr.45.6.633
Metts, S. (1994). Relational transgressions. In W. R. Cupach & B. Spitzberg (Eds.), The dark side of interpersonal communications (pp. 217–239). Hillsdale, NJ: Lawrence Erlbaum.
Mitchell, V. W. & Ka Lun Chan, J. (2002). Investigating UK consumers' unethical attitudes and behaviours. Journal of Marketing Management, 18(1-2), 5-26. doi: 10.1362/0267257022775873
Muncy, J. A. & Vitell, S. J. (1992). Consumer ethics: an investigation of the ethical beliefs of the final consumer. Journal of Business Research, 24(4), 297-311. doi: 10.1016/0148-2963(92)90036-B
Nunnally, J. (1978). Psychometric methods. New York: McGraw Hill.
Onifer, W. & Swinney, D. A. (1981). Accessing lexical ambiguities during sentence comprehension: effects of frequency of meaning and contextual bias. Memory & Cognition, 9(3), 225-236. doi: 10.3758/BF03196957
Park, J. W., Kim, K. H. & Kim, J. (2002). Acceptance of brand extensions: interactive influences of product category similarity, typicality of claimed benefits, and brand relationship quality. ACR North American Advances.
Pioch, E., Gerhard, U., Fernie, J. & Arnold, S. J. (2009). Consumer acceptance and market success: Wal-mart in the UK and Germany. International Journal of Retail & Distribution Management, 37(3), 205-225. doi: 10.1108/09590550910941490
Pittarello, A., Leib, M., Gordon-Hecker, T. & Shalvi, S. (2015). Justifications shape ethical blind spots. Psychological Science, 26(6), 794-804. doi: 10.1177/0956797615571018
Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24(2), 127-146.
Rusbult, C. E. (1980). Commitment and satisfaction in romantic relationships: a test of the investment model. Journal of Experimental Social Psychology, 16, 172-186.
Shalvi, S., Gino, F., Barkan, R. & Ayal, S. (2015). Self-serving justifications: doing wrong and feeling moral. Current Directions in Psychological Science, 24(2), 125-130. doi: 10.1177/0963721414553264
Sharma, D., Borna, S. & Stearns, J. M. (2009). An investigation of the effects of corporate ethical values on employee commitment and performance: examining the moderating role of perceived fairness. Journal of Business Ethics, 89(2), 251-260. doi: 10.1007/s10551-008-9997-4
Tax, S. S., Brown, S. W. & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62, 60–76.
The Guardian (2018). Arrest of two black men at Starbucks for 'trespassing' sparks protests https://www.theguardian.com/us-news/2018/apr/16/arrest-of-two-black-men-at-starbucks-for-trespassing-sparks-protests Accessed 18.04.18
Thomson, M., MacInnis, D. J. & Whan Park, C. (2005). The ties that bind: measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.
Vitell, S. J., Nwachukwu, S. L. & Barnes, J. H. (1993). The effects of culture on ethical decision-making: an application of Hofstede's typology. Journal of Business Ethics, 12(10), 753-760. doi: 10.1007/BF00881307
Walsh, M. B. (2003). Perceived fairness of and satisfaction with employee performance appraisal, Doctoral dissertation, Louisiana State University.
Walster, E., Berscheid, E. & Walster, G. W. (1973). New directions in equity research. Journal of Personality and Social Psychology, 25(2), 151-176. doi: 10.1037/h0033967
Watson, D. & Clark, L. A. (1999). The PANAS-X: Manual for the positive and negative affect schedule-expanded form. University of Iowa.
Wines, W. A. & Napier, N. K. (1992). Toward an understanding of cross-cultural ethics: a tentative model. Journal of Business Ethics, 11(11), 831-841. doi: 10.1007/BF00872361
Xie, Y. & Peng, S. (2009). How to repair customer trust after negative publicity: the roles of competence, integrity, benevolence, and forgiveness. Psychology & Marketing, 26(7), 572-589. doi: 10.1002/mar.20289
Yilmaz, C., Varnali, K. & Kasnakoglu, B. T. (2016). How do firms benefit from customer complaints?. Journal of Business Research, 69(2), 944-955.
Zhao, X., Lynch Jr, J. G. & Chen, Q. (2010). Reconsidering Baron and Kenny: myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206. doi: 10.1086/651257
Zhong, C.-B., Bohns, V. K. & Gino, F. (2010). Good lamps are the best police: darkness increases dishonesty and self-interested behavior. Psychological Science, 21(3), 311-314. doi: 10.1177/0956797609360754

Year 2018, Volume: 5 Issue: 2, 113 - 123, 15.07.2018

Didem Gamze Isiksal Elif Karaosmanoglu

https://doi.org/10.17261/Pressacademia.2018.843

Abstract

References

Aaker, J. L., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31, 1–16.
Adams, J. S. (1965). Inequity in social exchange. In L. Berkowitz (Ed.), Advances in Experimental Social Psychology, 2, pp. 267-299. New York: Academic Press.
Ahuvia, A. C. (2005). Beyond the extended self: loved objects and consumers' identity narratives. Journal of Consumer Research, 32(1), 171-184.
Al-Khatib, J. A., Vitell, S. J. & Rawwas, M. Y. (1997). Consumer ethics: a cross-cultural investigation. European Journal of Marketing, 31(11/12), 750-767.
Allard, T. & White, K. (2015). Cross-domain effects of guilt on desire for self-improvement products. Journal of Consumer Research, 42(3), 401-419. doi: 10.1093/jcr/ucv024
Ariely, D. & Jones, S. (2012). The (honest) truth about dishonesty: how we lie to everyone, especially ourselves (Vol. 336). New York, NY: HarperCollins.
Argo, J. J. & Shiv, B. (2012). Are white lies as innocuous as we think? Journal of Consumer Research, 38(6), 1093-1102. doi: 10.1086/661640
Ashworth, L., Dacin, P. & Thomson, M. (2009). Why on earth do consumers have relationships with marketers. In D. J. MacInnis, C. W. Park &, J. W. Priester (Eds.) Handbook of Brand Relationships, (pp. 82-106). Routledge.
Bechwati, N. N. & Morrin, M. (2003). Outraged consumers: getting even at the expense of getting a good deal. Journal of Consumer Psychology, 13(4), 440-453. doi: 10.1207/S15327663JCP1304_11
Berry, L. L. (1995). Relationship marketing of services— growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23, 236–245
Camerer, C. (2003). Behavioral game theory: experiments in strategic interaction. Princeton University Press.
Colquitt, J. A., Scott, B. A., Judge, T. A. & Shaw, J. C. (2006). Justice and personality: using integrative theories to derive moderators of justice effects. Organizational Behavior and Human Decision Processes, 100 (1), 110-127.
Doney, P. M. & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51. doi: 10.2307/1251829
Elangovan, A. R. & Shapiro, D. L. (1998). Betrayal of trust in organizations. Academy of Management Review, 23(3), 547-566. doi: 10.5465/AMR.1998.926626
Fedorikhin, A., Park, C. W. & Thomson, M. (2008). Beyond fit and attitude: the effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18(4), 281-291. doi: 10.1016/j.jcps.2008.09.006
Ferrara, M. H. (2002). Can't live with them or can't live without them: effects of betrayal on relational outcomes (Order No. 1409508). Available from ProQuest Dissertations & Theses Global. (230854229). Retrieved from http://160.75.22.2/docview/230854229?accountid=11638
Fehr, E. & Schmidt, K. M. (1999). A theory of fairness, competition, and cooperation. The Quarterly Journal of Economics, 114(3), 817-868. doi: 10.1162/003355399556151
Festinger, L. (1957). A theory of cognitive dissonance. Stanford, California: Stanford University Press.
Fisk, R., Grove, S., Harris, L. C., Keeffe, D. A., Daunt, K. L., Russell-Bennett, R. & Wirtz, J. (2010). Customers behaving badly: a state of the art review, research agenda and implications for practitioners. Journal of Services Marketing, 24(6), 417-429. doi: 10.1108/08876041011072537
Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
Fournier, S. (2009). Lessons learned about consumers’ relationships with their brands. In D. J. MacInnis, C. W. Park & J. R. Priester (Eds.), Handbook of brand relationships (pp. 5–23). Armonk, NY: M.E. Sharpe.
Fullerton, R. A. & Punj, G. (2004). Repercussions of promoting an ideology of consumption: consumer misbehavior. Journal of Business Research, 57(11), 1239-1249. doi: 10.1016/S0148-2963(02)00455-1
Gino, F., Ayal, S. & Ariely, D. (2009). Contagion and differentiation in unethical behavior: the effect of one bad apple on the barrel. Psychological Science, 20(3), 393-398. doi: 10.1111/j.1467-9280.2009.02306.x
Grégoire, Y. & Fisher, R. J. (2006). The effects of relationship quality on customer retaliation. Marketing Letters, 17(1), 31-46. doi: 10.1007/s11002-006-3796-4
Grégoire, Y. & Fisher, R. J. (2008). Customer betrayal and retaliation: when your best customers become your worst enemies. Journal of the Academy of Marketing Science, 36(2), 247-261. doi: 10.1007/s11747-007-0054-0
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press
Heider, F. (1958). The psychology of interpersonal relations. New York: Wiley.
Izard, C. E. (1977). Human emotions. New York: Plenum Press.
Jones, D. A. (2009). Getting even with one's supervisor and one's organization: relationships among types of injustice, desires for revenge, and counterproductive work behaviors. Journal of Organizational Behavior, 30(4), 525-542.
Jones, M., Love, B. C. & Maddox, W. T. (2006). Recency effects as a window to generalization: separating decisional and perceptual sequential effects in category learning. Journal of Experimental Psychology: Learning, Memory, and Cognition, 32(2), 316-332. doi: 10.1037/0278-7393.32.3.316
Kidder, D. L. (2007). Restorative justice: not “rights”, but the right way to heal relationships at work. International Journal of Conflict Management, 18(1), 4-22. doi: 10.1108/10444060710759291
Koehler, J. J. & Gershoff, A. D. (2003). Betrayal aversion: when agents of protection become agents of harm. Organizational Behavior and Human Decision Processes, 90(2), 244-261. doi: 10.1016/S0749-5978(02)00518-6
Los Angeles Times (2012). Apple to argue Samsung was warned products copied iPhone, iPad, http://articles.latimes.com/2012/jul/26/business/la-fi-tn-apple-samsung-copied-20120726 Accessed 30.06.16.
Malhotra, N. K. & Miller, G. L. (1998). An integrated model for ethical decisions in marketing research. Journal of Business Ethics, 17(3), 263-280. doi: 10.1023/A:1005711311426
Mazar, N., Amir, O. & Ariely, D. (2008). The dishonesty of honest people: a theory of self-concept maintenance. Journal of Marketing Research, 45(6), 633-644. doi: 10.1509/jmkr.45.6.633
Metts, S. (1994). Relational transgressions. In W. R. Cupach & B. Spitzberg (Eds.), The dark side of interpersonal communications (pp. 217–239). Hillsdale, NJ: Lawrence Erlbaum.
Mitchell, V. W. & Ka Lun Chan, J. (2002). Investigating UK consumers' unethical attitudes and behaviours. Journal of Marketing Management, 18(1-2), 5-26. doi: 10.1362/0267257022775873
Muncy, J. A. & Vitell, S. J. (1992). Consumer ethics: an investigation of the ethical beliefs of the final consumer. Journal of Business Research, 24(4), 297-311. doi: 10.1016/0148-2963(92)90036-B
Nunnally, J. (1978). Psychometric methods. New York: McGraw Hill.
Onifer, W. & Swinney, D. A. (1981). Accessing lexical ambiguities during sentence comprehension: effects of frequency of meaning and contextual bias. Memory & Cognition, 9(3), 225-236. doi: 10.3758/BF03196957
Park, J. W., Kim, K. H. & Kim, J. (2002). Acceptance of brand extensions: interactive influences of product category similarity, typicality of claimed benefits, and brand relationship quality. ACR North American Advances.
Pioch, E., Gerhard, U., Fernie, J. & Arnold, S. J. (2009). Consumer acceptance and market success: Wal-mart in the UK and Germany. International Journal of Retail & Distribution Management, 37(3), 205-225. doi: 10.1108/09590550910941490
Pittarello, A., Leib, M., Gordon-Hecker, T. & Shalvi, S. (2015). Justifications shape ethical blind spots. Psychological Science, 26(6), 794-804. doi: 10.1177/0956797615571018
Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24(2), 127-146.
Rusbult, C. E. (1980). Commitment and satisfaction in romantic relationships: a test of the investment model. Journal of Experimental Social Psychology, 16, 172-186.
Shalvi, S., Gino, F., Barkan, R. & Ayal, S. (2015). Self-serving justifications: doing wrong and feeling moral. Current Directions in Psychological Science, 24(2), 125-130. doi: 10.1177/0963721414553264
Sharma, D., Borna, S. & Stearns, J. M. (2009). An investigation of the effects of corporate ethical values on employee commitment and performance: examining the moderating role of perceived fairness. Journal of Business Ethics, 89(2), 251-260. doi: 10.1007/s10551-008-9997-4
Tax, S. S., Brown, S. W. & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62, 60–76.
The Guardian (2018). Arrest of two black men at Starbucks for 'trespassing' sparks protests https://www.theguardian.com/us-news/2018/apr/16/arrest-of-two-black-men-at-starbucks-for-trespassing-sparks-protests Accessed 18.04.18
Thomson, M., MacInnis, D. J. & Whan Park, C. (2005). The ties that bind: measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.
Vitell, S. J., Nwachukwu, S. L. & Barnes, J. H. (1993). The effects of culture on ethical decision-making: an application of Hofstede's typology. Journal of Business Ethics, 12(10), 753-760. doi: 10.1007/BF00881307
Walsh, M. B. (2003). Perceived fairness of and satisfaction with employee performance appraisal, Doctoral dissertation, Louisiana State University.
Walster, E., Berscheid, E. & Walster, G. W. (1973). New directions in equity research. Journal of Personality and Social Psychology, 25(2), 151-176. doi: 10.1037/h0033967
Watson, D. & Clark, L. A. (1999). The PANAS-X: Manual for the positive and negative affect schedule-expanded form. University of Iowa.
Wines, W. A. & Napier, N. K. (1992). Toward an understanding of cross-cultural ethics: a tentative model. Journal of Business Ethics, 11(11), 831-841. doi: 10.1007/BF00872361
Xie, Y. & Peng, S. (2009). How to repair customer trust after negative publicity: the roles of competence, integrity, benevolence, and forgiveness. Psychology & Marketing, 26(7), 572-589. doi: 10.1002/mar.20289
Yilmaz, C., Varnali, K. & Kasnakoglu, B. T. (2016). How do firms benefit from customer complaints?. Journal of Business Research, 69(2), 944-955.
Zhao, X., Lynch Jr, J. G. & Chen, Q. (2010). Reconsidering Baron and Kenny: myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206. doi: 10.1086/651257
Zhong, C.-B., Bohns, V. K. & Gino, F. (2010). Good lamps are the best police: darkness increases dishonesty and self-interested behavior. Psychological Science, 21(3), 311-314. doi: 10.1177/0956797609360754

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Details

Primary Language	English
Journal Section	Articles
Authors	Didem Gamze Isiksal This is me 0000-0002-6009-9271 Elif Karaosmanoglu 0000-0002-2056-3885
Publication Date	July 15, 2018
Published in Issue	Year 2018 Volume: 5 Issue: 2

Cite

APA	Isiksal, D. G., & Karaosmanoglu, E. (2018). CONSUMER-BRAND RELATIONSHIPS UNDER THE EFFECT OF CONSUMER DISHONEST BEHAVIOR. Journal of Management Marketing and Logistics, 5(2), 113-123. https://doi.org/10.17261/Pressacademia.2018.843

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