The effect of negative user-generated content on consumer-based brand equity : comparing brand loyal versus non-loyal customers in the luxury wine market
With the rise of user-generated content (UGC), negative UGC could have disastrous consequences for brands: One single post could easily spread like a virus, might even go viral and brand managers have no power in limiting the damage. Negative UGC contributes towards an overall negative brand percept...
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| Format: | Dissertation |
| Language: | English |
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University of Cape Town
2016
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| Online Access: | http://hdl.handle.net/11427/20999 |