I am not what I like : endorsing brands on social media negatively affects consumers' self-evaluation
Year of publication: |
2022
|
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Authors: | Bernritter, Stefan F. ; Loermans, Annemijn C. ; Eigenraam, Anniek W. ; Verlegh, Peeter |
Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 57.2022, 1, p. 159-175
|
Subject: | online brand endorsements | social comparison theory | assimilation and contrast effects | self-evaluation | social media | brand perosnality | consumer identity | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Online-Marketing | Internet marketing | Persönlichkeitspsychologie | Personality psychology | Selbstevaluation | Self-assessment | Markenartikel | Brand |
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