Avoiding the brand for me, us, or them? : consumer reactions to negative brand events
Maximilian H.E.E. Gerrath, J. Joško Brakus, Nikoletta Theofania Siamagka, George Christodoulides
| Year of publication: |
2023
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|---|---|
| Authors: | Gerrath, Maximilian H. E. E. ; Brakus, J. Joško ; Siamagka, Nikoletta Theofania ; Christodoulides, George |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 156.2023, p. 1-11
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| Subject: | Betrayal | Brand avoidance | Culture | Narcissism | Negative brand events | Self-focus | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Event-Marketing | Event marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2022.113533 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013534264