Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers' Desire for the Brand

Journal Article Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers' Desire for the Brand Get access Morgan K. Ward, Morgan K. Ward Search for other works by this author on: Oxford Academic PubMed Google Scholar Darren W. Dahl Darren W. Dahl Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 41, Issue 3, 1 October 2014, Pages 590–609, https://doi.org/10.1086/676980 Published: 20 June 2014