The case of "difficult" brands

Harrison, P; Hartley, NS

The case of "difficult" brands

Harrison, P Hartley, NS

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Publisher:: Emerald Group Publishing Limited
Publication Type:: Journal Article
Citation:: Journal of Product & Brand Management, 2007, 16 (4), pp. 286 - 287
Issue Date:: 2007-01

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Full metadata record

Field	Value	Language
dc.contributor.author	Harrison, P	en_US
dc.contributor.author	Hartley, NS	en_US
dc.date.issued	2007-01	en_US
dc.identifier.citation	Journal of Product & Brand Management, 2007, 16 (4), pp. 286 - 287	en_US
dc.identifier.issn	1061-0421	en_US
dc.identifier.uri	http://hdl.handle.net/10453/5314
dc.description.abstract	To examine an atypical member of the brand family, 'difficult brands, defined as brands that have uintermittenr availability and have inherent performance risks that, contrary to traditional marketing teachings, may have a positive influence on consumer evaluation and brand loyalty	en_US
dc.publisher	Emerald Group Publishing Limited	en_US
dc.relation.ispartof	Journal of Product & Brand Management	en_US
dc.relation.isbasedon	10.1108/10610420710763976	en_US
dc.subject.classification	Marketing	en_US
dc.title	The case of "difficult" brands	en_US
dc.type	Journal Article
utslib.citation.volume	4	en_US
utslib.citation.volume	16	en_US
utslib.for	150501 Consumer-Oriented Product or Service Development	en_US
utslib.for	1503 Business and Management	en_US
utslib.for	1505 Marketing	en_US
dc.location.activity	Montreal, Canada
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	closed_access
pubs.consider-herdc	true	en_US
pubs.issue	4	en_US
pubs.volume	16	en_US

Abstract:

To examine an atypical member of the brand family, 'difficult brands, defined as brands that have uintermittenr availability and have inherent performance risks that, contrary to traditional marketing teachings, may have a positive influence on consumer evaluation and brand loyalty

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/5314