I am ashamed of my brand-self! : consumer-brand identification as a moderator of emotional reactions following symbol-laden brand failures
Year of publication: |
2024
|
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Authors: | Weitzl, Wolfgang ; Hutzinger, Clemens ; Wagner, Udo |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 33.2024, 1, p. 1-13
|
Subject: | Anger | Brand failure | Consumer-brand identification | Dissatisfaction | Shame | Emotion | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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