A multimodal discourse-mythological approach to understanding brand-based conflicts in online consumer communities : the case of Samsung vs. Huawei
Koblarp Chandrasapth, Natalia Yannopoulou, Klaus Schoefer, Martin J. Liu
| 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 | Markenimage | Brand image | Markenartikel |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2022.02.017 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013185081