The subsequent effects of negative emotions : from brand hate to anti-brand consumption behavior under moderating mechanisms
Anni Rahimah, Huu Phuc Dang, Tessa Tien Nguyen, Julian Ming-Sung Cheng and Andriani Kusumawati
| Year of publication: |
2023
|
|---|---|
| Authors: | Rahimah, Anni ; Dang Huu Phuc ; Nguyen, Tessa Tien ; Cheng, Julian Ming Sung ; Kusumawati, Andriani |
| Subject: | Brand avoidance | Brand hate | Brand switching | Negative emotions | Negative word-of-mouth | Protest behavior | Emotion | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenführung | Brand management | Virales Marketing | Viral marketing | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-12-2021-3778 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10014281359