Negative word of mouth can be a positive for consumers connected to the brand
作者： Andrew E. Wilson , Michael D. Giebelhausen , Michael K. Brady
DOI: 10.1007/S11747-017-0515-Z
关键词: Identity (social science) 、 Clothing 、 Marketing 、 Set (psychology) 、 Word of mouth 、 Relevance (law) 、 Brand awareness 、 Advertising 、 User-generated content 、 Psychology
摘要: It is widely accepted, and demonstrated in the marketing literature, that negative online word of mouth (NOWOM) has a negative impact on brands. The present research, however, finds …
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