The impact of brand evangelism on oppositional referrals towards a rival brand
Francois Marticotte, Manon Arcand and Damien Baudry
| Year of publication: |
2016
|
|---|---|
| Authors: | Marticotte, Francois ; Arcand, Manon ; Baudry, Damien |
| Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 25.2016, 6, p. 538-549
|
| Subject: | Brand identification | Brand loyalty | Brand relationships | Brand evangelism | Online brand communities | Oppositional brand referrals | Trash-talk | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-06-2015-0920 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011587821