Will You Defend Your Loved Brand?

J. Mansoor, Sanjit Roy, B. Mansoor

Research output: Chapter in Book/Conference paperChapter

2 Citations (Scopus)
Original languageEnglish
Title of host publicationConsumer Brand Relationships: Meaning, Measuring, Managing
EditorsMarc Fetscherin, Tobias Heilmann
Place of PublicationHoundmills, Basingstoke, Hampshire
PublisherPalgrave Macmillan
Pages31-54
ISBN (Print)9781137427106
DOIs
Publication statusPublished - 2015

Cite this

Mansoor, J., Roy, S., & Mansoor, B. (2015). Will You Defend Your Loved Brand? In M. Fetscherin, & T. Heilmann (Eds.), Consumer Brand Relationships: Meaning, Measuring, Managing (pp. 31-54). Palgrave Macmillan. https://doi.org/10.1057/9781137427120