Work

The lightning rod effect: salvation and damnation in polarised brands

Year: 2025

Type: article

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-08-2025-6237

Authors: Antonio Pedro Cruz Costa Alves, Vivian Iara Strehlau

Institutions: Escola Superior de Propaganda e Marketing, Instituto Português de Administração de Marketing

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4417448316

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Cites: 62

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