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Chapter title |
Online Brand Derision: When Brand Animosity Drives Avoidance and Negative Communication (An Abstract)
|
---|---|
Chapter number | 90 |
Book title |
Creating Marketing Magic and Innovative Future Marketing Trends
|
Published by |
Springer International Publishing, January 2017
|
DOI | 10.1007/978-3-319-45596-9_90 |
Book ISBNs |
978-3-31-945595-2, 978-3-31-945596-9
|
Authors |
Vishag Badrinarayanan, Enrique Becerra |
Editors |
Maximilian Stieler |