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 d...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Mercu Buana
2021-10-01
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| Series: | MIX: Jurnal Ilmiah Manajemen |
| Subjects: | |
| Online Access: | https://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/11660 |