Our conditional love for the underdog : the effect of brand positioning and the lay theory of achievement on WOM
Yi He, Ya You, Qimei Chen
| Year of publication: |
2020
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|---|---|
| Authors: | He, Yi ; You, Ya ; Chen, Qimei |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 118.2020, p. 210-222
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| Subject: | Incremental (vs. entity) theory | Self-concepts | Social media | Underdog (vs. top dog) brand positioning | WOM behavior | WOM intention | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Virales Marketing | Viral marketing | Markenimage | Brand image | Emotion | 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.2020.06.007 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012288591