On the antipodes of love and hate : the conception and measurement of brand polarization
Sergio Andrés Osuna Ramírez, Cleopatra Veloutsou, Anna Morgan-Thomas
| Year of publication: |
2024
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|---|---|
| Authors: | Osuna Ramírez, Sergio Andrés ; Veloutsou, Cleopatra ; Morgan-Thomas, Anna |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 179.2024, Art.-No. 114687, p. 1-15
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| Subject: | Brand hate | Brand love | Brand passion | Brand polarization | Brand relationships | Brand rivalry | Inter-group dissociation | Scale development | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Emotion | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2024.114687 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014555852