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Determinants and outcomes of brand hate: an anti-brand community perpective on strong negative brand emotions
Rodrigues, Clarinda
Linnaeus University, School of Business and Economics, Department of Marketing.
ORCID iD:
0000-0002-1540-2657
Anisimova, Tatiana
Linnaeus University, School of Business and Economics, Department of Marketing.
ORCID iD:
0000-0003-3325-1482
Brandao, Amélia
University of Porto, Portugal.
Rodrigues, Paula
Lusíada University, Portugal.
2018 (English)
In:
Presented at the 47th EMAC Annual Conference: People make marketing, Glasgow, UK, May 29-June 1, 2018, 2018
Conference paper, Oral presentation only (Refereed)
Place, publisher, year, edition, pages
2018.
Keywords [en]
Brand hate, Negative brand emotions, Anti-brand communities
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
URN:
urn:nbn:se:lnu:diva-74759
OAI: oai:DiVA.org:lnu-74759
DiVA, id:
diva2:1211561
Conference
47th EMAC Annual Conference: People make marketing, Glasgow, UK, May 29-June 1, 2018
Available from:
2018-05-31
Created:
2018-05-31
Last updated:
2019-10-07
Bibliographically approved
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No full text in DiVA
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Rodrigues, Clarinda
Anisimova, Tatiana
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Anisimova, Tatiana
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ieee
modern-language-association-8th-edition
vancouver
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apa
ieee
modern-language-association-8th-edition
vancouver
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de-DE
en-GB
en-US
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nn-NB
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