Exploring the Legality of Consumer Anti-branding Activities in the Digital Age
The importance of “brand dilution” is changing with the rise in internet-mediated consumer power and increasing consumer involvement in the brand identity and message creation processes. In light of recent legal rulings, this study re-conceptualizes brand dilution as a matter of counter-posed brand...
| Main Author: | |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Springer Science + Business Media B. V
2016
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| In: |
Journal of business ethics
Year: 2016, Volume: 139, Issue: 1, Pages: 77-93 |
| Further subjects: | B
Brand ownership and consumer rights
B Brand dilution B Digital branding B Anti-branding |
| Online Access: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |