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Golf Papez, Maja and Beverland, Michael (2020) What makes consumer-brand relationships bad? enlightening relational negativity. In: Association for Consumer Research Conference 2020, October 2 - 8, 2020, Online.
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Abstract
Drawing on in-depth interviews and Fiske’s (1992) relational models theory, we explain what brings negativity in a consumer-brand relationship. This research offers scholars and brand managers an alternative framework for characterising consumer–brand relationships and understanding their negative sides.
Item Type: | Conference or Workshop Item (Paper) |
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Schools and Departments: | University of Sussex Business School > Strategy and Marketing |
SWORD Depositor: | Mx Elements Account |
Depositing User: | Mx Elements Account |
Date Deposited: | 09 May 2022 16:17 |
Last Modified: | 09 May 2022 16:17 |
URI: | http://sro.sussex.ac.uk/id/eprint/105759 |
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