Immunizing customers against negative brand-related information
Year of publication: |
2024
|
---|---|
Authors: | Merlo, Omar ; Eisingerich, Andreas B ; Hoyer, Wayne D. |
Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 52.2024, 1, p. 140-163
|
Subject: | Brand defense strategies | Branding | Immunity | Mere measurement effect | Negative information | Relationships | Self-brand connections | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Markenimage | Brand image | Marketingmanagement | Marketing management |
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