Can good news be bad? The role of brand communication strategy and brand commitment in the announcement of product improvements

Journal of Marketing Communications

Volumn 20, Issue 5, 2014, Pages 352-365

  Guèvremont, Amélie ^a   Grohmann, Bianca ^a  

^a Gina Cody School of Engineering and Computer Science   (Canada)

Author keywords

brand commitment; brand communications; persuasion knowledge; product improvement

Indexed keywords

EID: 84906503901     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527266.2012.699459     Document Type: Article

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