I love to hate you : loyalty for disliked brands and the role of nostalgia
Melike Demirbag-Kaplan; Cansu Yildirim; Selin Gulden; Damla Aktan
Year of publication: |
2015
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Authors: | Demirbag-Kaplan, Melike ; Yildirim, Cansu ; Gulden, Selin ; Aktan, Damla |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 22.2015, 2, p. 136-153
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Subject: | brand loyalty | brand dislike | brand avoidance | nostalgia | brand relationship | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Markenimage | Brand image | Emotion | Markentreue | Brand loyalty |
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