Taming the Technological Beast: Effect of Corporate Response Strategies to Product Dissatisfaction Related Popular Anti-Brand Websites on Brand Evaluation
We study the effect of depth and valence of web corporate response strategies for dissatisfaction related online anti-branding activities on brand evaluation. We extend anti-branding literature by investigating type of anti-branding, disclosure, intimacy on brand evaluation. In post-postmodern branding paradigm, our study equips managers with appropriate corporate response to online anti-branding.
Sushant Kumar and Satish Maheswarappa (2012) ,"Taming the Technological Beast: Effect of Corporate Response Strategies to Product Dissatisfaction Related Popular Anti-Brand Websites on Brand Evaluation", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 368-371.
Sushant Kumar, Indian Institute of Management, Lucknow
Satish Maheswarappa, Indian Institute of Management, Lucknow
AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012
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