Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism
The current study develops a research model and explores the correlation between customer sense of online betrayal, brand hate, and anti-brand activism. The outrage customers’ anti-brand behaviors consist of negative online word of mouth, online public complaining, and online boycott. Data from an o...
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| Auteurs principaux: | , |
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| Format: | article |
| Langue: | EN |
| Publié: |
LLC "CPC "Business Perspectives"
2021
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| Sujets: | |
| Accès en ligne: | https://doaj.org/article/95509c82c204465c8ee3f63b80da278f |
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