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Keywords: Brand involvement
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Journal Articles
Online brand community response to negative brand events: the role of group eWOM
Available to Purchase
Journal:
Internet Research
Internet Research (2013) 23 (4): 486–506.
Published: 09 August 2013
... involvement. When the group eWOM opposes far extension, high brand community identified members are driven by social creativity to resist negative impacts to the brand. However, when the group eWOM supports far extension, high brand involved members are strengthened by group eWOM to promote favorable brand...
