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Keywords: Perceived appropriateness
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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
..., both mediated by perceived appropriateness. The final study shows that the target of the roasting posts – consumers versus other brands – moderates the mediated effect on brand preference such that a business-to-consumer conversation has stronger negative results than a business-to-business...
