Roles of powerlessness and relationship type in consumer alienation by brands

Authors

• Preeti Krishnan Lyndem, Indian Institute of Management BangaloreFollow
• Rajesh V Manchanda
• Namita Bhatnagar

Copyright Date

January 2013

Publication Date

1-1-2013

Keywords

Marketing management, Brand management

Conference

Tenth AIMS International Conference on Management, 6-9 January, 2013, IIM Bangalore