Customer engagement, moral identity and oppositional brand loyalty in virtual communities
Guo Cheng, Xiaoyun Han and Weiping Yu and Mingli He
| Year of publication: |
2024
|
|---|---|
| Authors: | Cheng, Guo ; Han, Xiaoyun ; Yu, Weiping ; He, Mingli |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 33.2024, 7, p. 855-868
|
| Subject: | Anti-brand actions | Brand evangelism | Customer engagement | Moral identity | Schadenfreude | Willingness to pay a price premium | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Social Web | Social web | Zahlungsbereitschaftsanalyse | Willingness to pay | Persönlichkeitspsychologie | Personality psychology | Markentreue | Brand loyalty | Markenführung | Brand management | Markenartikel | Brand | Ethik | Ethics | Markenimage | Brand image | Kundenintegration | Customer integration |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-11-2023-4831 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015166426