How does brand misconduct affect the brand–customer relationship?
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DOI: 10.1016/j.jbusres.2014.11.042
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References listed on IDEAS
- Huber, Frank & Vollhardt, Kai & Matthes, Isabel & Vogel, Johannes, 2010. "Brand misconduct: Consequences on consumer-brand relationships," Journal of Business Research, Elsevier, vol. 63(11), pages 1113-1120, November.
- Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
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Keywords
Brand commitment; Commitment; Service quality; Satisfaction; Advocacy intention;All these keywords.
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