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Keywords: Negative event
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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
...Aihwa Chang; Sara H. Hsieh; Timmy H. Tseng Purpose Brand communities now play a significant role in building brand loyalty. Past researches focus on how brand community facilitates brand loyalty under normal market situations. Yet, limited research examines consumer responses to negative events...
