Social media activism for resurrecting deleted brands : the role of consumers' psychological reactance
Year of publication: |
2023
|
---|---|
Authors: | Almazyad, Fadi ; Shah, Purvi ; Loiacono, Eleanor T. |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 30.2023, 4, p. 367-380
|
Subject: | Brand deletion | Brand resurrection | Nostalgic brand love | Psychological reactance | Social media activism | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Online-Marketing | Internet marketing |
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