Implications of brand communities for rival brands: Negative brand ratings, negative stereotyping of their consumers and negative word-of-mouth

Author： Hickman Thomas M   Ward James C  

Publisher： Palgrave Macmillan Ltd

ISSN： 1479-1803

Source： The Journal of Brand Management, Vol.20, Iss.6, 2013-06, pp. : 501-517

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