Rodrigues, P., Brochado, A., Sousa, A., Junaid, M. & Borges, A. P. (2026). From uniqueness to consumer behaviour: The mediating role of brand passion and brand addiction in masstige human brands. Journal of Product and Brand Management, 35(1), 59?78. https://doi.org/10.1108/JPBM-05-2024-5190