The case of "difficult" brands

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