Negative Emotions toward a Celebrity Brand : A study on reasons, behavioral outcomes, and neutralization actions
Background: Social media changed the way of communication between brands and consumers and further enables people to become famous and create their own celebrity brand. Hence, celebrity brands are a new phenomenon, rarely studied by past research but becoming more important in the context of consume...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi
2020
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48947 |