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Keywords: Trash-talk
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Journal Articles
Journal of Product & Brand Management (2016) 25 (6): 538–549.
Published: 19 September 2016
... connection) influence oppositional referrals to a rival brand (i.e. desire to harm and trash-talking) in the high definition (HD) videogame console industry. Design/methodology/approach A survey of online communities devoted to video gaming was conducted using a sample of 809 respondents, all owners...
