Negative brand beliefs and brand usage

This research focuses on consumer brand usage segments and the responses they give to negative attributes in brand image studies.
  

Negative brand beliefs and brand usage

Maxwell WinchesterHarper Adams University College and Ehrenberg-Bass Institute, University of South Australia

Jenni RomaniukEhrenberg-Bass Institute, University of South Australia

INTRODUCTION

Understanding...

Not a subscriber?

Schedule your live demo with our team today