Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/17004| Author(s): | Bilro, R. G. Loureiro, S. M. C. Marques, M. I. |
| Date: | 2018 |
| Title: | Online brand communities: when consumers are negatively engaged |
| Keywords: | Online brand community engagement Hate brand communities Commitment |
| Abstract: | The goal of the current research is to explore the influence of negative engagement on committing participants in hate online brand communities. To reach this aim, three brands are used to assess this phenomenon (Starbucks, Apple, and McDonald’s), and three related hate online brand communities of such brands are involved. An online questionnaire is developed based on previously validated scales and fulfilled by 300 online members of mentioned communities. Findings reveal the importance of Brand influence, Helping, and Self-expression dimensions on participants to be committed to hating brand communities. |
| Peerreviewed: | yes |
| Access type: | Open Access |
| Appears in Collections: | BRU-CRI - Comunicações a conferências internacionais |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| The role of negative engagement on commitment in online brand communities f.pdf | Pós-print | 226,39 kB | Adobe PDF | View/Open |
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