Will You Defend Your Loved Brand?

J. Mansoor, Sanjit Roy, B. Mansoor

Research output: Chapter in Book/Conference paper › Chapter › peer-review

Original language	English
Title of host publication	Consumer Brand Relationships: Meaning, Measuring, Managing
Editors	Marc Fetscherin, Tobias Heilmann
Place of Publication	Houndmills, Basingstoke, Hampshire
Publisher	Palgrave Macmillan
Pages	31-54
ISBN (Print)	9781137427106
DOIs	https://doi.org/10.1057/9781137427120
Publication status	Published - 2015

Access to Document

@inbook{b227f2cd88cd484da1f2a4333070f977,

title = "Will You Defend Your Loved Brand?",

author = "J. Mansoor and Sanjit Roy and B. Mansoor",

year = "2015",

doi = "10.1057/9781137427120",

language = "English",

isbn = "9781137427106",

pages = "31--54",

editor = "Marc Fetscherin and Tobias Heilmann",

booktitle = "Consumer Brand Relationships: Meaning, Measuring, Managing",