Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
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...
Saved in:
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Thesis |
| Language: | English |
| Published: |
School of Management Studies
2016
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|