Brand stigmatization : how do new brand users influence original brand users?
Defeng Yang, Xi Lei, Liang Hu, Yu Sun, Xiaodan Yang
| Year of publication: |
2023
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|---|---|
| Authors: | Yang, Defeng ; Lei, Xi ; Hu, Liang ; Sun, Yu ; Yang, Xiaodan |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 30.2023, 1, p. 77-94
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| Subject: | New brand users | Repurchase intention | Self-identity threats | Stigma by association | Markenartikel | Brand | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-022-00294-6 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013493108