When Good Brands Do Bad : Brand Personalities, Acts of Transgression, and the Evolution of Relationship Strength
Year of publication: |
2002
|
---|---|
Authors: | Fournier, Susan ; Brasel, Adam ; Aaker, Jennifer |
Publisher: |
[S.l.] : SSRN |
Subject: | Markenartikel | Brand | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Marketingtheorie | Marketing theory |
Description of contents: | Abstract [papers.ssrn.com] |
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