Davari, Arezoo; Iyer, Pramod; Guzmán, Francisco - In: European Journal of Marketing 51 (2017) 11/12, pp. 1896-1917
Purpose There is a growing trend of brand resurrections that are driven by consumer power. Millennials play a critical role in initiating most of these brand resurrection movements using social media. This study aims to explore the factors that drive consumers’ participation in brand...