Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty

Autor:	Liao, Junyun, Guo, Rui, Chen, Jiawen, Du, Peng
Zdroj:	Journal of Product & Brand Management, 2023, Vol. 32, Issue 7, pp. 1005-1017.
Databáze:	Emerald Insight
Externí odkaz:	http://www.emeraldinsight.com/doi/10.1108/JPBM-07-2021-3576 Zobrazit plný text záznamu