Captivating brand hate using contemporary metrics : a structural equation modelling approach
Year of publication: |
2021
|
---|---|
Authors: | Joshi, Richa ; Yadav, Rajan |
Published in: |
Vision : the journal of business perspective. - London [u.a.] : Sage Publ., ISSN 2249-5304, ZDB-ID 2220768-5. - Vol. 25.2021, 4, p. 439-447
|
Subject: | Brand Hate | Mediation | Moderating Effect | Negative e-WOM | Negative Past Experience | Subjective Norm | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Strukturgleichungsmodell | Structural equation model | Markenführung | Brand management | Markenartikel | Brand |
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