Negative online brand engagement : conceptualisation, scale development and validation

Xinyu Dong, Cleopatra Veloutsou and Anna Morgan-Thomas

Year of publication:	2024
Authors:	Dong, Xinyu ; Veloutsou, Cleopatra ; Morgan-Thomas, Anna
Subject:	Conceptualisation \| Negative brand engagement \| Online context \| Scale development \| Scale validation \| Konsumentenverhalten \| Consumer behaviour \| Markenimage \| Brand image \| Online-Marketing \| Internet marketing \| Markenartikel \| Brand \| Markenführung \| Brand management \| Virales Marketing \| Viral marketing \| Social Web \| Social web \| Messung \| Measurement

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