Brand flings when great brand relationships are not made to last

Consumer-Brand Relationships: Theory and Practice

Volumn , Issue , 2012, Pages 74-96

  Alvarez, Claudio ^a   Fournier, Susan ^b  

^a BOSTON UNIVERSITY   (United States)

^b BOSTON UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84860840069     PISSN: None     EISSN: None     Source Type: Book    
DOI: 10.4324/9780203128794     Document Type: Chapter

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