Measuring negative emotions to brands. Implications for brand strategy

Conference Poster
Publication Date:
2007
Short description:
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.
Iris type:
Poster
Keywords:
negative emotions; brand
List of contributors:
Authors of the University:
Handle:
https://iris.unimore.it/handle/11380/637549
Book title:
New Frontiers in Branding: Attitudes, Attachments, and Relationships