When Good Brands Do Bad
Top Cited Papers
- 1 June 2004
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 31 (1) , 1-16
- https://doi.org/10.1086/383419
Abstract
This article reports results from a longitudinal field experiment examining the evolution of consumer-brand relationships. Development patterns diffeKeywords
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