Did you hear our brand is hated? : the unexpected upside of hate-acknowledging advertising for polarizing brands
Lisa Monahan, Jennifer A. Espinosa, Jeff Langenderfer, David J. Ortinau
| Year of publication: |
2023
|
|---|---|
| Authors: | Monahan, Lisa ; Espinosa, Jennifer A. ; Langenderfer, Jeff ; Ortinau, David J. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 154.2023, p. 1-14
|
| Subject: | Ad credibility | Brand hate | Brand trust | Polarizing brands | Word of mouth | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Virales Marketing | Viral marketing | Markenartikel | Brand | Werbung | Advertising | Vertrauen | Confidence | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2022.08.047 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013468644