TY  - GEN
AU  - AWASTHI, BRIJESH
AU  - SHARMA, RAJESH
PY  - 2013///
KW  - BRAND MANAGEMENT
N2  - The papaer loos into consumer perception of a band. It explores if consumers get emotionally attached to a brand and intends to study the long term impact of offline and online anti banding campaigns on customer brand relationships. Anti brandingcommunities are often formed against a particular brand representing the failure of the brand to fulfill consumer expectations. Often strong brands are a good target
ER  -