Beyond brand hate : are you willing to forgive a negative experience with your smartphone mobile communications' brand?
Jorge Costa, António Azevedo
| Year of publication: |
2023
|
|---|---|
| Authors: | Costa, Jorge ; Azevedo, António |
| Subject: | Brand avoidance | Brand forgiveness | Brand hate | Cluster analysis | Mobile communications | Negative word of mouth | Past negative experiences | Smartphones | Konsumentenverhalten | Consumer behaviour | Mobilkommunikation | Markenführung | Brand management | Mobiltelefon | Mobile phone | Virales Marketing | Viral marketing | Markenartikel | Brand | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41299-022-00139-7 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014327295