000			00802npc a2200157Ia 4500
008			140613s2013 xx 000 0 und d
060			_a658.827
100			_aAWASTHI, BRIJESH
260			_c2013
300			_a48-65
520			_aThe 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.
653			_aBRAND MANAGEMENT
700			_aSHARMA, RAJESH
773			_oP14780 _nM _933680 _011236 _tIUP: JOURNAL OF BRAND MANAGEMENT
942			_2ddc _cARTCL
999			_c11718 _d11718