Measuring negative emotions to brands. Implications for brand strategy

Poster
Data di Pubblicazione:
2007
Citazione:
Measuring negative emotions to brands. Implications for brand strategy / Romani, S.; Grappi, Silvia; Dalli, D.. - ELETTRONICO. - (2007), pp. 46-51. ( Advertising and Consumer Psychology. New Frontiers in Branding: Attitudes, Attachments, and Relationships Santa Monica June 7-9, 2007).
Abstract:
The aims of the research are to better understand negative emotions toward brands, develop a measurement scale for these emotions and identify their main antecedent states and subsequent consequences.
Tipologia CRIS:
Poster
Keywords:
negative emotions; brand
Elenco autori:
Autori di Ateneo:
Link alla scheda completa:
https://iris.unimore.it/handle/11380/637549
Titolo del libro:
New Frontiers in Branding: Attitudes, Attachments, and Relationships