The power to voice my hate! : exploring the effect of brand hate and perceived social media power on negative eWOM
Isha Sharma, Kokil Jain and Ritu Gupta
| Year of publication: |
2022
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|---|---|
| Authors: | Sharma, Isha ; Jain, Kokil ; Gupta, Ritu |
| Published in: |
Journal of Asia Business Studies. - Bingley : Emerald, ISSN 1559-2243, ZDB-ID 2589599-0. - Vol. 16.2022, 4, p. 652-675
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| Subject: | Brand hate | Negative eWOM | Perceived social media power | Theory of planned behavior | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Markenimage | Brand image | Markenartikel | Brand | Markenführung | Brand management | Online-Marketing | Internet marketing | Verbrauchereinstellung | Consumer attitudes |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JABS-10-2020-0423 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013362362