Examining consequences of brand hate in business-to-business relationships : the moderating role of relationship length
Maleeha Shahid Sameeni, Wasim Ahmad, Faisal Qadeer
| Year of publication: |
2024
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|---|---|
| Authors: | Sameeni, Maleeha Shahid ; Ahmad, Wasim ; Qadeer, Faisal |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 1873-2062, ZDB-ID 2012747-9. - Vol. 122.2024, p. 26-36
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| Subject: | B2B | Boycott | Brand hate | Complaining | Retaliation | Scenario-based quasi-experiment | B-to-B-Marketing | Business-to-business marketing | Lieferantenmanagement | Supplier relationship management | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Kundenzufriedenheit | Customer satisfaction |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2024.08.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015123574