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...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | article |
| Language: | EN |
| Published: |
LLC "CPC "Business Perspectives"
2021
|
| Subjects: | |
| Online Access: | https://doaj.org/article/95509c82c204465c8ee3f63b80da278f |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|