Beyond brand hate : are you willing to forgive a negative experience with your smartphone mobile communications' brand?
Year of publication: |
2023
|
---|---|
Authors: | Costa, Jorge ; Azevedo, António |
Published in: |
Corporate reputation review. - London : Palgrave Macmillan, ISSN 1479-1889, ZDB-ID 2031776-1. - Vol. 26.2023, 2, p. 83-96
|
Subject: | Brand avoidance | Brand forgiveness | Brand hate | Cluster analysis | Mobile communications | Negative word of mouth | Past negative experiences | Smartphones | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Mobilkommunikation | Mobiltelefon | Mobile phone | Markenartikel | Brand | Virales Marketing | Viral marketing | Markenimage | Brand image |
-
Antecedents and consequences of brand hate : empirical evidence from the telecommunication industry
Pinto, Olavo, (2021)
-
Rahimah, Anni, (2023)
-
The five types of brand hate : how they affect consumer behavior
Fetscherin, Marc, (2019)
- More ...
-
Silva, Raquel, (2020)
-
Recognizing consumerism as an “illness of an empty soul” : A catholic morality perspective
Azevedo, António, (2019)
-
Azevedo, António, (2020)
- More ...