Publication | Closed Access
Fanning the flames: Transmitting negative word of mouth of rival brands
20
Citations
116
References
2022
Year
Fan LoyaltyAdvertisingBrand EquityDigital MarketingMedia MarketingRival BrandsManagementBusinessBrand StrategyMarketing CommunicationBrand DevelopmentConsumer ResearchBrand AwarenessMass CommunicationNegative WordMarketingConsumer EngagementBrand Management
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