From Loyalty to Disloyalty : Exploring negative consumer-brand relationships in social media
Brand loyalty has been studied extensively in consumer-brand relationship literature. However, the negative side of these relationships has not been studied to the same degree. This paper starts with Court et al.’s (2009) loyalty loop as part of the consumer decision journey and proposes that consum...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Jönköping University
2020
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49491 |