What is brandjacking? : origin, conceptualization and effects of perceived dimensions of truth, mockery and offensiveness
Sweta Chaturvedi Thota
| Year of publication: |
2021
|
|---|---|
| Authors: | Thota, Sweta Chaturvedi |
| Subject: | brand activism | Brandjacking | hierarchical multiple regression analyses | mockery | the Streisand effect | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2020.1766232 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012498550