I hate this brand: The effect of negative engagement on self-expression word of mouth

Sandra Maria Correia Loureiro, M.I. Marques, Rudiger Hans Kaufmann

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

    Original languageEnglish
    Title of host publicationProceedings of the 5th Consumer Brand Relationship Conference
    Publication statusPublished - 2017
    Event5th Consumer Brand Relationship Conference -
    Duration: 18 May 201720 May 2017

    Conference

    Conference5th Consumer Brand Relationship Conference
    Period18/05/1720/05/17

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