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- Farshid, Mana, et al.
(författare)
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Role of anti-brand websites on brand image
- 2015
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Ingår i: Ideas in Marketing. - Cham : Encyclopedia of Global Archaeology/Springer Verlag. - 9783319109503 - 9783319109510 ; , s. 51-56
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Konferensbidrag (refereegranskat)abstract
- Since customers are facilitated through the internet and many-to-many communication, they can easily and conveniently share their opinions with others. Anti-brand websites operate as forums for high-level empowered electronic word-of-mouth exchanges. This study has investigated the role of anti-brand websites on brand image. The scripted data of focus group discussions have been analyzed using Leximancer, a textual analysis tool, because it can recognize themes and concepts that show customers’ perspectives and determine the core concepts that are most highlighted or criticized by complainers and activists.
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