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Guest Editorial Special Issue on Consumer Negativity Towards Brands
| Autor principal: | |
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| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bradford, West Yorkshire :
Emerald Publishing Limited,
2019.
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| Colección: | Journal of Product and Brand Management Ser.
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| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Guest editorial; A typology of the perceived risks in the context of consumer brand resistance; Brand avoidance: underlying protocols and a practical scale; Brand hypocrisy from a consumer perspective: scale development and validation; I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management; Brand forgiveness; The role of crisis typology and cultural belongingness in shaping consumers' negative responses towards a faulty brand