Two decades of brand hate research : a review and research agenda
Ramesh Kumar, Charles Jebarajakirthy, Haroon Iqbal Maseeh, Komal Dhanda, Raiswa Saha and Richa Dahiya
| Year of publication: |
2023
|
|---|---|
| Authors: | Kumar, Ramesh J. ; Jebarajakirthy, Charles ; Maseeh, Haroon Iqbal ; Dhanda, Komal ; Saha, Raiswa ; Dahiya, Richa |
| Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 41.2023, 6, p. 763-789
|
| Subject: | Brand hate | Brand hate community | Integrated literature review | Systematic literature review | Bibliometrie | Bibliometrics | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MIP-01-2023-0030 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014332144