Don't exclude me : being excluded in a brand community owned by other users leads consumers to avoid the brand
Alternative title: | Não me exclua |
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Year of publication: |
2022
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Authors: | Schiessl, Djonata |
Published in: |
Consumer behavior review : CBR. - Recife : Universidade Federal de Pernambuco, ISSN 2526-7884, ZDB-ID 2919711-9. - Vol. 6.2022, 1, Art.-No. e-254313, p. 1-15
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Subject: | Belongingness | Brand Community | Brand Relationship | Ostracism | Social Exclusion | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Soziale Ausgrenzung | Social exclusion | Gemeinschaft | Community | Markenimage | Brand image |
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