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~person:"Nguyen Tra My"
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Brand management
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Consumer behaviour
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anti-brand activism
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brand hate
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collectivist orientation
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Nguyen Tra My
Hai-Ninh Do
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Nguyen Van Dung
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Bich Ngoc Do
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Chang, Chia-Hua
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Do Ngoc Bich
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Hoang-Khang Du
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Minh T. H. Le
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Journal of promotion management : innovations in planning and applied research
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Anti-brand activism in the collectivist orientation : the case of online-consumers-run communities
Hai-Ninh Do
;
Do Ngoc Bich
;
Nguyen Tra My
;
Nguyen Hue Minh
- In:
Journal of promotion management : innovations in …
30
(
2024
)
5
,
pp. 811-841
Persistent link: https://www.econbiz.de/10015049466
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