When a luxury brand bursts: Modelling the social media viral effects of negative stereotypes adoption leading to brand hate
نویسندگان
چکیده
منابع مشابه
The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty
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15 صفحه اولPredicting Perceived Brand Personality with Social Media
Brand personality has been shown to affect a variety of user behaviors such as individual preferences and social interactions. Despite intensive research efforts in human personality assessment, little is known about brand personality and its relationship with social media. Leveraging the theory in marketing, we analyze how brand personality associates with its contributing factors embodied in ...
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ژورنال
عنوان ژورنال: Journal of Business Research
سال: 2021
ISSN: 0148-2963
DOI: 10.1016/j.jbusres.2020.09.049