Breaking Up is Hard to Do: The Ups and Downs of Divorcing Brands
Relationships with brands are like relationships between people. Even when they were very close, they can fail for diverse reasons. The disadoption of favorite brands doesn't happen overnight. It tends to be an extended, often painful process and not a clear-cut, one-off event. Breakups are not...
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| Format: | Article |
| Language: | English |
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Sciendo
2014-05-01
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| Series: | GfK Marketing Intelligence Review |
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| Online Access: | http://www.degruyter.com/view/j/gfkmir.2014.6.issue-1/gfkmir-2014-0005/gfkmir-2014-0005.xml?format=INT |