Implications of brand communities for rival brands: Negative brand ratings, negative stereotyping of their consumers and negative word-of-mouth
| Year of publication: |
2013
|
|---|---|
| Authors: | Hickman, Thomas M ; Ward, James C |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 20981326. - Vol. 20.2013, 6 (16.6.), p. 501-517
|