When Consumers Harm Your Brand – The Phenomenon of Consumer...

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Journal of Marketing 2016 / 02

When Consumers Harm Your Brand – The Phenomenon of Consumer Brand Sabotage

Kähr, Andrea, Nyffenegger, Bettina, Krohmer, Harley, Hoyer, Wayne D.
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Language:
english
Journal:
Journal of Marketing
DOI:
10.1509/jm.15.0006
Date:
February, 2016
File:
PDF, 659 KB
english, 2016
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