Online brand communities: when consumers are negatively engaged

Bilro, R. G.; Loureiro, S. M. C.; Marques, M. I.

Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/17004

Registo completo

Campo DC	Valor	Idioma
dc.contributor.author	Bilro, R. G.	-
dc.contributor.author	Loureiro, S. M. C.	-
dc.contributor.author	Marques, M. I.	-
dc.date.accessioned	2019-01-08T11:08:48Z	-
dc.date.available	2019-01-08T11:08:48Z	-
dc.date.issued	2018	-
dc.identifier.uri	https://ciencia.iscte-iul.pt/id/ci-pub-53362	-
dc.identifier.uri	http://hdl.handle.net/10071/17004	-
dc.description.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.	eng
dc.language.iso	eng	-
dc.relation	info:eu-repo/grantAgreement/FCT/5876/147442/PT	-
dc.rights	openAccess	-
dc.subject	Online brand community engagement	eng
dc.subject	Hate brand communities	eng
dc.subject	Commitment	eng
dc.title	Online brand communities: when consumers are negatively engaged	eng
dc.type	conferenceObject	-
dc.event.type	Conferência	pt
dc.event.location	Porto	eng
dc.event.date	2018	-
dc.peerreviewed	yes	-
dc.journal	21st World Marketing Congress of the Academy of Marketing Science	-
degois.publication.location	Porto	eng
degois.publication.title	Online brand communities: when consumers are negatively engaged	eng
dc.description.version	info:eu-repo/semantics/acceptedVersion	-
Aparece nas coleções:	BRU-CRI - Comunicações a conferências internacionais