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Keywords: Narcissism
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Journal Articles
Online firestorms: an act of civic engagement or a narcissistic boost? The role of brand misconduct appraisals
Available to Purchase
Journal of Product & Brand Management (2023) 32 (2): 257–272.
Published: 23 September 2022
.../approach A structured questionnaire is used for data collection. Via an online panel, 303 questionnaires are completed. Hypotheses are tested using structural equation modelling. Findings Civic engagement and, to a lesser extent, narcissism explain intentions to initiate online firestorms. Individuals...
Journal Articles
“Fight or flight”: coping responses to brand hate
Available to Purchase
Journal of Product & Brand Management (2021) 30 (3): 492–511.
Published: 22 December 2020
... betrayal feelings and brand hate, and identifies two response routes leading to consumer avoidance and revenge. Furthermore, the study explores the moderating impact of narcissism on the relationships between brand hate and its outcomes. Design/methodology/approach Data are collected from an online...
