The bright and dark of consumers’ online brand defending behaviors : exploring their enablers, realization, and impacts
Cheuk Hang Au, Kevin K. W. Ho, and Kris M. Y. Law
| Year of publication: |
2021
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|---|---|
| Authors: | Au, Cheuk Hang ; Ho, Kevin K. W. ; Law, Kris M. Y. |
| Published in: |
Journal of organizational computing and electronic commerce. - New York, NY : Routledge, Taylor and Francis Group, ISSN 1532-7744, ZDB-ID 2008078-5. - Vol. 31.2021, 3, p. 171-191
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| Subject: | brand defending | C2C conflicts | case study | digital marketing | eWOM | online communities | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Marketing | Internet marketing | Online-Handel | Online retailing | Electronic Commerce | E-commerce | Virales Marketing | Viral marketing | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10919392.2021.1949192 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012804369