An exemption for strong brands : the influence of brand community rejection on brand evaluation
Year of publication: |
2017
|
---|---|
Authors: | Wang, Lili ; Ding, Ying |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 51.2017, 5/6, p. 1029-1048
|
Subject: | Brand strength | Brand evaluation | Psychological reactance | Brand community rejection | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Social Web | Social web | Markenartikel | Brand |
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