When brands get real : the role of authenticity and electronic word-of-mouth in shaping consumer response to brands taking a stand
Shu-Chuan Chu, Hyejin Kim and Yoojung Kim
| Year of publication: |
2023
|
|---|---|
| Authors: | Chu, Shu-Chuan (Kelly) ; Kim, Hyejin ; Kim, Yoojung |
| Subject: | attitude and trust in social media | authenticity | Brand activism | brand-sociopolitical cause fit | electronic word-of-mouth (eWOM) | self-serving motive | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Markenführung | Brand management | Vertrauen | Confidence | Online-Marketing | Internet marketing | Glaubwürdigkeit | Credibility | Markenartikel | Brand | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2022.2138057 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014321552