How Should Retailers Deal with Consumer Sabotage of a Manufacturer Brand?
نویسندگان
چکیده
منابع مشابه
The Damage of Consumer Brand Sabotage: How It Affects Other Consumers Depending on Their Brand-Relationship
Only recently, research has identified and conceptualized the new phenomenon of consumer brand sabotage where consumers have the dominant motive to harm a brand. Despite its high damage potential, the process by which CBS affects other consumers and damages the brand has not yet been examined. Furthermore, prior research has found a buffering and love-becomes-hate effect of consumer-brand relat...
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ژورنال
عنوان ژورنال: Journal of the Association for Consumer Research
سال: 2018
ISSN: 2378-1815,2378-1823
DOI: 10.1086/698875