Similar Search Results

Battle of the brand fans : impact of brand attack and defense on social media

Ilhan, Behice Ece; Kübler, Raoul; Pauwels, Koen - In: Journal of interactive marketing : a quarterly … 43 (2018), pp. 33-51

Persistent link: https://www.econbiz.de/10011920058

Brand crises in the digital age : the short- and long-term effects of social media firestorms on consumers and brands

Hansen, Nele; Kupfer, Ann-Kristin; Hennig-Thurau, Thorsten - In: International journal of research in marketing : IJRM ; … 35 (2018) 4, pp. 557-574

Persistent link: https://www.econbiz.de/10011956595

Content strategies and audience response on Facebook brand pages

Tafesse, Wondwesen - In: Marketing intelligence & planning 33 (2015) 6, pp. 927-943

Persistent link: https://www.econbiz.de/10011447746

The role of paid and earned media in building entertainment brands : reminding, informing, and enhancing enjoyment

Lovett, Mitchell; Staelin, Richard - 2012

We study the role of social engagement and advertising in building entertainment brands. We develop a structural model of viewing behaviors and apply the model to a data set on a new television program that contains both revealed preferences and self-reported preferences and expectations. We use...

Persistent link: https://www.econbiz.de/10009699396

Social media activism for resurrecting deleted brands : the role of consumers' psychological reactance

Almazyad, Fadi; Shah, Purvi; Loiacono, Eleanor T. - In: The journal of brand management : an international journal 30 (2023) 4, pp. 367-380

Persistent link: https://www.econbiz.de/10014326930

Brand trust and engagement in social commerce

George, Ajimon; Joseph, Ajay; Abraham, Mathew; Joseph, … - In: International journal of consumer studies 47 (2023) 5, pp. 1791-1809

Persistent link: https://www.econbiz.de/10014335640

The personal is professional : exploring romantic relationship within the socioecology of an athlete brand

Bredikhina, Nataliya; Sveinson, Katherine; Taylor, Elizabeth - In: European Sport management quarterly : ESMQ 23 (2023) 6, pp. 1688-1707

Persistent link: https://www.econbiz.de/10014443780

Inclusive advertising featuring disability on instagram : effect on consumer well-being, brand engagement, and purchase intention

Qayyum, Abdul; Jamil, Raja Ahmed; Shah, Adnan Muhammad; … - In: Journal of retailing and consumer services 75 (2023), pp. 1-16

Persistent link: https://www.econbiz.de/10014373268

Consumer response journey following a product-harm crisis : the role of online brand communities

Casey, Julia; Huang, Yimin; Chen, Shijiao - In: Journal of consumer behaviour 23 (2024) 2, pp. 855-874

Persistent link: https://www.econbiz.de/10014507476

Linguistic elements of conversational human voice in online brand communication : manipulations and perceptions

Liebrecht, Christine; Tsaousi, Christina; Hooijdonk, … - In: Journal of business research : JBR 132 (2021), pp. 124-135

Persistent link: https://www.econbiz.de/10012581572