KOREASCHOLAR

EXAMINING BRAND LOVE'S MODERATING EFFECT ON BRAND HATE ANTECEDENTS AND OUTCOMES

Amé lia Brandã o, Mahesh Gadekar
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401257
Download
Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.1136-1139
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
brand hatebrand loveconsumer brand relationshipbranding
Table Content
EXTENDED ABSTRACT
INTRODUCTION
THEORETICAL BACKGROUND
    Brand Love
    Brand Hate
METHODOLOGY
RESULT AND ANALYSIS
CONCLUSION
REFERENCES
Author
  • Amé lia Brandã o(University of Porto)
  • Mahesh Gadekar(International School of Business & Media)