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THE NEGATIVE SIDE OF BRAND ATTACHMENT IN PRODUCING NEGATIVE CONSUMER BEHAVIOR

This research is triggered by the author's concern about a brand that will build a strong bond with consumers regardless of the impact it will have. Previous research conducted in the UK stated that brand attachment not only leads to favorable consumer behavior such as brand loyalty, but also detrim...

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Principais autores: Cynthia Ayu Manggarani, Lina Regina Notylia, Shine Pintor Siolemba Patiro
Formato: Artigo
Idioma:Inglês
Publicado em: Universitas Mercu Buana 2021-10-01
coleção:MIX: Jurnal Ilmiah Manajemen
Assuntos:
anti-brand
consumer behavior
loyalty
brand attachment
Acesso em linha:https://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/11660
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