In it together : brands benefit after a transgression when perceived as co-owners of the brand community
Year of publication: |
2024
|
---|---|
Authors: | Kuchmaner, Christina A. ; Johnson, Jennifer Wiggins ; Grimm, Pamela E. |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 40.2024, 3/4, p. 190-216
|
Subject: | brand communities | brand transgressions | helping behaviour | Psychological ownership | stewardship | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Social Web | Social web | Markenartikel | Brand |
-
Kuchmaner, Christina A., (2019)
-
Online behaviour of luxury fashion brand advocates
Parrott, Guy, (2015)
-
Does social currency matter in creation of enhanced brand experience?
Trudeau H., Sabrina, (2016)
- More ...
-
Kuchmaner, Christina A., (2019)
-
Kuchmaner, Christina A., (2020)
-
Wang, Yiru, (2024)
- More ...