You ruined our love story, but I just cannot hate you : a moderation-mediation analysis of past experienced brand love and brand hate
Year of publication: |
2023
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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 |
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