Anti-brand activism in the collectivist orientation : the case of online-consumers-run communities
Hai-Ninh Do, Ngoc Bich Do, Tra My Nguyen, Hue Minh Nguyen
| Year of publication: |
2024
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|---|---|
| Authors: | Hai-Ninh Do ; Do Ngoc Bich ; Nguyen Tra My ; Nguyen Hue Minh |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 30.2024, 5, p. 811-841
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| Subject: | anti-brand activism | brand hate | collectivist orientation | negative online-word-of-mouth | psychological discomfort | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2024.2318665 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015049466