Negative word of mouth can be a positive for consumers connected to the brand
Andrew E. Wilson, Michael D. Giebelhausen, Michael K. Brady
| Year of publication: |
July 2017
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|---|---|
| Authors: | Wilson, Andrew E. ; Giebelhausen, Michael D. ; Brady, Michael K. |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 45.2017, 4, p. 534-547
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| Subject: | Complaining | Brand | User-generated content | Identity | Negative online word of mouth | Self-brand connection | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenimage | Brand image | Markenartikel | Markenführung | Brand management | Persönlichkeitspsychologie | Personality psychology | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-017-0515-z [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011737468