Abstract
The majority of studies in branding research emphasize the relevance of brands and their benefits for both companies and consumers (e.g., Muniz and O’Guinn 2001). Although brand consumption involves many positive effects, negative influences should not be denied. However, only few scholars (e.g., Aaker, Fournier, and Brasel 2004) have engaged in research on such “dark” sides of brands.
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Albrecht, CM., Bauer, H.H. (2015). Measuring Brand Stress and Identifying Consumers’ Coping Strategies: An Exploratory Study in Germany. In: Sharma, D. (eds) Cultural Perspectives in a Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18696-2_8
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DOI: https://doi.org/10.1007/978-3-319-18696-2_8
Publisher Name: Springer, Cham
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