Zobrazeno 1 - 5
of 5
pro vyhledávání: '"Diem Khac Xuan Do"'
Publikováno v:
Journal of Strategic Marketing. 31:370-402
Defined as a customer’s unfavourable thoughts, emotions and behaviours towards a brand/firm, negative customer engagement is viewed as a complex construct, particularly its cognitive dimension. Thi...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::c67b35f5a2532b5344969a4a86bddb4f
https://doi.org/10.1080/0965254x.2021.1919180
https://doi.org/10.1080/0965254x.2021.1919180
Publikováno v:
Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN: 9783030898823
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::dbebf0d4cfec012d0d26a14a4b9bfd5f
https://doi.org/10.1007/978-3-030-89883-0_112
https://doi.org/10.1007/978-3-030-89883-0_112
Publikováno v:
Journal of Services Marketing. 34:117-135
PurposeUnderstanding negative customer engagement is important as it is argued that negative information has a stronger impact on a customer’s brand perception and purchase decision than that of positive information. Hence, this paper aims to propo
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::a0791fc036ac90bf55585e2c76447a44
https://doi.org/10.1108/jsm-02-2019-0050
https://doi.org/10.1108/jsm-02-2019-0050
Publikováno v:
BASE-Bielefeld Academic Search Engine
Drawing upon signaling theory and social identity theory, we developed a theoretical model that illuminates the role of brand credibility as an important basis on which customers form and signal their brand-related self and social identities via posi
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::99453aab5f3b49270b9609b4b2306dc2
https://doi.org/10.1057/s41262-018-0118-0
https://doi.org/10.1057/s41262-018-0118-0
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