Consumer sentiments toward brands : the interaction effect between brand personality and sentiments on electronic word of mouth
Alberto Lopez, Eva Guerra, Beatriz Gonzalez, Sergio Madero
| Year of publication: |
2020
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|---|---|
| Authors: | Lopez, Alberto ; Guerra, Eva ; Gonzalez, Beatriz ; Madero, Sergio |
| Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3318, ZDB-ID 2725961-4. - Vol. 8.2020, 4, p. 203-223
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| Subject: | Electronic word of mouth (e-WOM) | Brand personality | Sentiment analysis | User-generated content | Social media | Virales Marketing | Viral marketing | Social Web | Social web | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Emotion | Markenartikel | Brand | Markenführung | Brand management | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-020-00085-5 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012421355