Assessing how an unofficial brand partnership affects a brand image : the case of the Satan Shoes

Y. Greg Song, Jiemin Looi and Eun Yeon Kang

Year of publication:	2023
Authors:	Song, Y. Greg ; Looi, Jiemin ; Kang, Eun Yeon
Published in:	Journal of global fashion marketing : JGfM. - [Abingdon, Oxon] : Routledge, Taylor & Francis, ISSN 2325-4483, ZDB-ID 2669285-5. - Vol. 14.2023, 4, p. 505-520
Subject:	paracrisis \| sentiment analysis \| topic modeling \| Twitter \| Unofficial brand partnerships \| Markenführung \| Brand management \| Markenimage \| Brand image \| Social Web \| Social web \| Konsumentenverhalten \| Consumer behaviour \| Emotion \| Markenartikel \| Brand

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