Reducing consumer-brand incongruity through corporate social responsibility and brand trust : exploring negative word-of-mouth (NWOM)
Petek Tosun, Sandy Ipeker Cagliyor, Merve Yanar Gürce
| Year of publication: |
2024
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| Authors: | Tosun, Petek ; Cagliyor, Sandy Ipeker ; Gürce, Merve Yanar |
| Published in: |
International journal of consumer studies. - Oxford [u.a.] : Wiley-Blackwell, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 48.2024, 6, Art.-No. e13099, p. 1-19
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| Subject: | brand trust | ideological incongruity | negative word-of-mouth | perceived corporate social responsibility | symbolic incongruity | Corporate Social Responsibility | Corporate social responsibility | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Virales Marketing | Viral marketing | Vertrauen | Confidence | Markenführung | Brand management | Firmenimage | Corporate reputation | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1111/ijcs.13099 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015107974