Can I read Online Brand Derision: When Brand Animosity Drives Avoidance and Negative Communication (An Abstract) on EtoBox?

Online Brand Derision: When Brand Animosity Drives Avoidance and Negative Communication (An Abstract) by Badrinarayanan, Vishag ;Becerra, Enrique is a Business, Management and Accounting article available to read on EtoBox.

What is Online Brand Derision: When Brand Animosity Drives Avoidance and Negative Communication (An Abstract) about?

Brands tend to polarize consumers. As a result, consumers engage in behavior and communication in support of a focal brand or against that brand 's competitors (e.g., Gregoire et al. 2009; Lovett et al. 2013; Wolter et al. 2015). As brand-directed word-of-mouth (WOM) behavior by consumers represents an opportunity to indirectly influence consumer behavior in a cost-effective and rapid manner, marketers are attempting to create "talkable brands," which have characteristics that promote WOM (e.g., Berger 2014; Hollebeek et al. 2014; King et al. 2014; Lovett et al. 2013). But such efforts come with the concomitant risk of brands stimulating unfavorable behaviors such as opposition and avoidance (e.g., Wolter et al. 2015). This study focuses on online brand derision, defined here as the volitional act of avoiding, openly ridiculing, discrediting, or denigrating a brand in the online environment. Specifically, online brand derision is conceptualized as being comprised of two dimensions: online brand derision avoidance (OBDA) and online brand derision communication (OBDC). Drawing from research on WOM, homophily-heterophily in social networks (Rogers and Bhowmik 1970), social identity th

Who reads Online Brand Derision: When Brand Animosity Drives Avoidance and Negative Communication (An Abstract)?

Author

Badrinarayanan, Vishag ;Becerra, Enrique

Publisher

Springer International Publishing Imprint : Springer

Published

2017

Language

EN

ISBN

9783319455952

Field

Business, Management and Accounting (Social Sciences)