Our conditional love for the underdog : the effect of brand positioning and the lay theory of achievement on WOM
Yi He, Ya You, Qimei Chen
Year of publication: |
2020
|
---|---|
Authors: | He, Yi ; You, Ya ; Chen, Qimei |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 118.2020, p. 210-222
|
Subject: | Incremental (vs. entity) theory | Self-concepts | Social media | Underdog (vs. top dog) brand positioning | WOM behavior | WOM intention | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenimage | Brand image | Virales Marketing | Viral marketing |
Saved in:
Online Resource
Saved in favorites
Similar items by subject
-
The impact of Facebook presence on brand image
Coelho, Joana, (2014)
-
Rajat Subhra Chatterjee, (2021)
-
So, Kevin Kam Fung, (2018)
- More ...
Similar items by person