The subsequent effects of negative emotions : from brand hate to anti-brand consumption behavior under moderating mechanisms
Year of publication: |
2023
|
---|---|
Authors: | Rahimah, Anni ; Dang Huu Phuc ; Nguyen, Tessa Tien ; Cheng, Julian Ming Sung ; Kusumawati, Andriani |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 4, p. 618-631
|
Subject: | Brand avoidance | Brand hate | Brand switching | Negative emotions | Negative word-of-mouth | Protest behavior | Emotion | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenführung | Brand management | Markenimage | Brand image | Virales Marketing | Viral marketing |
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