Brand Avoidance: Relations Between Brand-related Stimuli and Negative Emotions
نویسندگان
چکیده
منابع مشابه
Brand Suicide? Memory and Liking of Negative Brand Names.
Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to non-negative brand names, negative brand names ...
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ژورنال
عنوان ژورنال: Organizations and Markets in Emerging Economies
سال: 2015
ISSN: 2345-0037,2029-4581
DOI: 10.15388/omee.2015.6.1.14227