Why good consumers love bad brands| Assertive language makes consumers care for brands
<p> In social media settings, many firms issue commands to consumers—to post, share or like content—often using forceful and direct (vs. polite) language. However, prior research has shown that commands issued with assertive language elicit negative responses and reactance...
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| Language: | EN |
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Indiana University
2015
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| Online Access: | http://pqdtopen.proquest.com/#viewpdf?dispub=3729337 |