Guest Editorial Special Issue on Consumer Negativity Towards Brands (eBook, PDF)

• Format: PDF

Produktbeschreibung

These articles shed some light on how consumers perceive and react to brandnegativity, as well as how companies can deal with such consumer responses. They provideconceptual and operational tools that can be used to assess consumer negative responses towardsbrands. Key learnings from these articles, which are based on a variety of qualitative andquantitative research methods, represent an important step forward for better understandingconsumer negativity towards brands - although this topic should remain an important object ofinvestigation for future research.

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Produktdetails

• Verlag: Emerald Publishing Limited
• Seitenzahl: 128
• Erscheinungstermin: 17. September 2019
• Englisch
• ISBN-13: 9781839093067
• Artikelnr.: 66250676