You are so embarrassing, still, I hate you less! : investigating consumers' brand embarrassment and brand hate
Abhigyan Sarkar, Juhi Gahlot Sarkar, S. Sreejesh, M.R. Anusree, Bikramjit Rishi
| Year of publication: |
2020
|
|---|---|
| Authors: | Sarkar, Abhigyan ; Sarkar, Juhi Gahlot ; Sreejesh, S. ; Anusree, M. R. ; Rishi, Bikramjit |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 27.2020, 1, p. 93-107
|
| Subject: | Negative brand social self-expressiveness | Brand embarrassment | Brand hate | Susceptibility to interpersonal influence | Brand inner self-expressiveness | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-019-00164-8 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012297797