Tag Archives: Reading list: dilution fails an empirical test dilution

Reading list: dilution fails an empirical test

Christo Boshoff , The lady doth protest too much: a neurophysiological perspective on brand tarnishment, 25 J. Product & Brand Management (2016):   [C]onsumers’ emotional responses to a series of brand tarnishment advertisements are investigated in this study. The purpose … Continue reading

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