"I'm hatin' it"! : negative consumer-brand relationships in online anti-brand communities
Amélia Brandão and Paolo Popoli
| Year of publication: |
2022
|
|---|---|
| Authors: | Brandão, Amélia Maria Pinto da Cunha ; Popoli, Paolo |
| Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 56.2022, 2, p. 622-650
|
| Subject: | Anti-brand communities | Brand anthropomorphism | Brand hate | Consumer behavior | Consumer culture theory | Negative consumer–brand relationships | Social media | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenführung | Brand management | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-03-2020-0214 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013173442