An exemption for strong brands: the influence of brand community rejection on brand evaluation
Year of publication: |
2017
|
---|---|
Authors: | Wang, Lili ; Ding, Ying |
Published in: |
European Journal of Marketing. - Emerald Publishing Limited, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 51.2017, 5/6, p. 1029-1048
|
Publisher: |
Emerald Publishing Limited |
Subject: | Brand strength | Brand evaluation | Psychological reactance | Brand community rejection |
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