# Lit Up or Dimmed Down? Why, When, and How Regret Anticipation Affects Consumers’ Use of the Global Brand Halo

> Research article (Journal of International Marketing, 2020) · cited 35× · AI/ML

**Wikidata**: [openalex:W3015903441](https://www.wikidata.org/wiki/openalex:W3015903441)  
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