EXPLORING THE INFLUENCE OF ONLINE CONSUMER BRAND BOYCOTTS ON BRAND EQUITY
When something detrimental to consumer’s principles occurs, they tend to criticize the situation and to take up action, using the Internet to virally spread their opinions and adopting a resistance behavior, thus punishing the company and refusing to buy its brands. On social media platforms consume...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Nicolae Titulescu University Publishing House
2019-05-01
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| Series: | Challenges of the Knowledge Society |
| Subjects: | |
| Online Access: | http://cks.univnt.ro/download/cks_2019_articles%252F5_economic_sciences%252FCKS_2019_economic_sciences_019.pdf |
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