A multimodal discourse-mythological approach to understanding brand-based conflicts in online consumer communities : the case of Samsung vs. Huawei
Year of publication: |
2022
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Authors: | Koblarp Chandrasapth ; Yannopoulou, Natalia ; Schoefer, Klaus ; Liu, Martin J. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 144.2022, p. 1103-1120
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Subject: | Archetype | Brand | Conflict | Consumer devotion | Online communities | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Handel | Online retailing | Markenimage | Brand image | Südkorea | South Korea |
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