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 |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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The role of negative engagement on commitment in online brand communities f.pdf | Pós-print | 226,39 kB | Adobe PDF | Ver/Abrir |
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