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Publication Detailed Description
Adversity in relationships: The Research Evidence
Proceedings of 10th Global Brand Conference of the Academy of Marketing
Year (definitive publication)
2015
Language
English
Country
Finland
More Information
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Abstract
This research provides a first systematic literature review on negative consumer-brand
relationships (NCBR) issues in order to capture the main terms and factors employed in several
previous studies. This paper looks forward to break new ground for subsequent stages of research
regarding NCBR.
Acknowledgements
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Keywords
Negative relationships,Brand avoidance,Anti-consumption,Brand hate,Systematic review
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Contributions to the Sustainable Development Goals of the United Nations
With the objective to increase the research activity directed towards the achievement of the United Nations 2030 Sustainable Development Goals, the possibility of associating scientific publications with the Sustainable Development Goals is now available in Ciência-IUL. These are the Sustainable Development Goals identified by the author(s) for this publication. For more detailed information on the Sustainable Development Goals, click here.
