# Too much of a good thing? Consumer response to strategic changes in brand image

> Research article (International Journal of Research in Marketing, 2019) · cited 49× · AI/ML

**Wikidata**: [openalex:W2911627234](https://www.wikidata.org/wiki/openalex:W2911627234)  
**Source**: https://4ort.xyz/entity/too-much-of-a-good-thing-consumer-response-to-strategic-changes-in-brand-image