Sirirat Rattanapituk และ Kununya Atthmongkolchai. (2023) The Dark Side of Loyal Customers: The Study of Impact of Consumer Loyalty on Brand Avoidance, Brand Switching and Brand Revenge. <i>Journal of Family Business and Management Studies</i>, <i>15</i>(1), 47-68.Sirirat Rattanapituk และ Kununya Atthmongkolchai. "The Dark Side of Loyal Customers: The Study of Impact of Consumer Loyalty on Brand Avoidance, Brand Switching and Brand Revenge". Journal of Family Business and Management Studies 15 (2023):47-68.Sirirat Rattanapituk และ Kununya Atthmongkolchai. The Dark Side of Loyal Customers: The Study of Impact of Consumer Loyalty on Brand Avoidance, Brand Switching and Brand Revenge. University of the Thai Chamber of Commerce:ม.ป.ท. 2023.