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

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