You ruined our love story, but I just cannot hate you : a moderation-mediation analysis of past experienced brand love and brand hate
Amélia Brandão, Bruno Ribeiro, Mahesh Gadekar
| Year of publication: |
2023
|
|---|---|
| Authors: | Brandão, Amélia Maria Pinto da Cunha ; Ribeiro, Bruno ; Gadekar, Mahesh |
| Published in: |
International journal of consumer studies. - Oxford [u.a.] : Wiley-Blackwell, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 47.2023, 3, p. 1126-1138
|
| Subject: | brand hate | brand hate consequences | brand love | past love | Konsumentenverhalten | Consumer behaviour | Emotion | Markenartikel | Brand | Markenimage | Brand image | Markenführung | Brand management |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1111/ijcs.12892 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014250713