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This master\'s thesis investigates the impact of brand misconduct on consumer brand loyalty, particularly focusing on how different types of brand misconduct (performance-related vs. values-related) affect brand loyalty through the mediating role of brand affect and the moderating role of product involvement. The study employs quantitative research involving a 2x2 experimental design and analyzes data from respondents using statistical methods.
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Master Formsis Marketing refers to a standardized process or framework used for managing and coordinating marketing activities, ensuring consistency and efficiency across various marketing efforts.
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