Can negative buzz increase awareness and purchase intent?
Jung Ah Han, Elea McDonnell Feit, Shuba Srinivasan
| Year of publication: |
2020
|
|---|---|
| Authors: | Han, Jung Ah ; Feit, Elea McDonnell ; Srinivasan, Shuba |
| Published in: |
Marketing letters : a journal of research in marketing. - New York, NY : Springer Science + Business Media B.V, ISSN 1573-059X, ZDB-ID 1478939-5. - Vol. 31.2020, 1, p. 89-104
|
| Subject: | Negative earned media | Negative buzz | Brand attitudes | Purchase intent | VARX model | Konsumentenverhalten | Consumer behaviour | USA | United States | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-019-09501-y [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012229461