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Publication Detailed Description
Proceeding of the 4th International Consumer-brand relationship
Year (definitive publication)
2015
Language
English
Country
Portugal
More Information
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Abstract
This research provides a first systematic literature review on negative consumerbrand relationships (NCBR) issues in order to capture the main terms and factors employed
in several previous studies.
Acknowledgements
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Keywords
Negative relationships,Brand avoidance,Anti-consumption,Brand hate,Systematic literature review
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
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