The aftermath of a brand transgression : the role of brand forgiveness and brand evangelism
Year of publication: |
2023
|
---|---|
Authors: | Nobi, Benjamin ; Kim, Kyung-Min ; Lee, Sangwon |
Published in: |
Journal of Asia Business Studies. - Bingley : Emerald, ISSN 1559-2243, ZDB-ID 2589599-0. - Vol. 16.2023, 6, p. 1030-1040
|
Subject: | Brand evangelism | Brand forgiveness | Brand relationship quality | Brand transgression | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour |
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