Why do consumers hate brands, and how do they react to brand hate? : moderating role of big five personality traits
Hardeep Chahal, Rigzin Dolkar
| Year of publication: |
2024
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|---|---|
| Authors: | Chahal, Hardeep ; Dolkar, Rigzin |
| Published in: |
Decision : official journal of Indian Institute of Management Calcutta. - [Erscheinungsort nicht ermittelbar] : Springer India, ISSN 2197-1722, ZDB-ID 2194154-3. - Vol. 51.2024, 2, p. 195-212
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| Subject: | Big five personality trait | Brand hate | Negative consumer-brand relationship | Persönlichkeitspsychologie | Personality psychology | Konsumentenverhalten | Consumer behaviour | Persönlichkeitsmerkmal | Personality trait | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s40622-024-00387-y [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015188569