I am not what I like : endorsing brands on social media negatively affects consumers' self-evaluation
Stefan F. Bernritter, Annemijn C. Loermans, Anniek W. Eigenraam & Peeter W.J. Verlegh
| Year of publication: |
2022
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|---|---|
| Authors: | Bernritter, Stefan F. ; Loermans, Annemijn C. ; Eigenraam, Anniek W. ; Verlegh, Peeter |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 57.2022, 1, p. 159-175
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| Subject: | online brand endorsements | social comparison theory | assimilation and contrast effects | self-evaluation | social media | brand perosnality | consumer identity | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Selbstevaluation | Self-assessment | Online-Marketing | Internet marketing | Markenartikel | Brand | Persönlichkeitspsychologie | Personality psychology | Werbewirkung | Advertising effects | Markentreue | Brand loyalty |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/10949968221075993 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013397513