Motivations of brand avoidance
Present study demonstrates the widely known and debated consumer-brand relationship, particularly focusing on the phenomenon of brand avoidance. However, the traditional consumer researches focus predominantly on the consumer loyalty, the examination of negative consumer-brand relationship is actual...
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| Dokumentumtípus: | Könyv része |
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2020
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| Sorozat: | The Challenges of Analyzing Social and Economic Processes in the 21st Century
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| Kulcsszavak: | Fogyasztói magatartás, Marketing, Reklám, Márkanév |
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| doi: | 10.14232/casep21c.19 |
| Online Access: | http://acta.bibl.u-szeged.hu/72042 |