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By:

AWASTHI, BRIJESH

Contributor(s):

SHARMA, RAJESH

Material type:

Mixed materialsPublication details: 2013Description: 48-65Subject(s):

BRAND MANAGEMENT

NLM classification:

658.827

In: IUP: JOURNAL OF BRAND MANAGEMENTMSummary: 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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Holdings
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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