Material type: Mixed materialsPublication details: 2013Description: 48-65Subject(s): NLM classification:
- 658.827
Item type | Current library | Call number | Vol info | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Periodicals/Magazines | SSCBS Library | 9/4 | Available | P14780 |
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.
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