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Keywords: Online roasting
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Journal Articles
The impact of online brand roasting on brand attitude and brand preference: moderating effects of other brand versus consumer targets
Available to Purchase
Journal of Product & Brand Management (2025) 34 (7): 948–962.
Published: 28 May 2025
... conversation. Practical implications Marketers who focus on top-of-funnel metrics may be persuaded to use online roasting in branding efforts or communication techniques to enhance engagement, but this practice may be to the detriment of lower funnel metrics because of its negative effects on perceived...
