Shame is a Brand-Eating Emotion: Negative Effects of Consumer-Brand Identification in the Aftermaths of Brand Failures

Wolfgang Jonas Weitzl, Clemens Hutzinger

Research output: Chapter in Book/Report/Conference proceedings › Conference contribution › peer-review

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Shame is a brand eating emotion: Negative effects of consumer-brand identification in the aftermaths of brand failures
Weitzl, W. J. (Speaker) & Hutzinger, C. (Speaker)
24 May 2022 → 27 May 2022
Activity: Talk or presentation › Oral presentation