“后悔你的品牌自我？”消费者-品牌认同对消费者购买后悔反应的调节作用

“Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret

• Vasileios Davvetas · 维也纳大学 通讯
• Adamantios Diamantopoulos · 维也纳大学