Implications of brand communities for rival brands : negative brand ratings, negative stereotyping of their consumers and negative word-of-mouth
Year of publication: |
2013
|
---|---|
Authors: | Hickman, Thomas M. ; Ward, James C. |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 20.2012/13, 6, p. 501-517
|
Subject: | Markenartikel | Brand | Social Web | Social web | Markenimage | Brand image | Virales Marketing | Viral marketing | Personal Computer | Personal computer | Sozialpsychologie | Social psychology |
-
Antecedents of brand love in online network-based communities : a social identity perspective
Vernuccio, Maria, (2015)
-
An integrative model for online community citizenship behavior of luxury fashion brands on Instagram
Hsu, Li-Chun, (2024)
-
Torres, Pedro M., (2019)
- More ...
-
A social identities perspective on the effects of corporate sport sponsorship on employees
Hickman, Thomas M., (2009)
-
Sustainability through the lens of the professional adviser : the case for brand trust
Stoica, Michael, (2021)
-
Hickman, Thomas M., (2015)
- More ...