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Role of anti-brand ...
Role of anti-brand websites on brand image
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- Farshid, Mana (författare)
- Luleå tekniska universitet,Industriell Ekonomi
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Ashrafi, Leila (författare)
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- Wallström, Åsa (författare)
- Luleå tekniska universitet,Industriell Ekonomi
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- Engström, Anne (författare)
- Luleå tekniska universitet,Industriell Ekonomi
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(creator_code:org_t)
- 2014-10-13
- 2015
- Engelska.
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Ingår i: Ideas in Marketing. - Cham : Encyclopedia of Global Archaeology/Springer Verlag. - 9783319109503 - 9783319109510 ; , s. 51-56
- Relaterad länk:
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http://ltu.diva-port...
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- 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.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- Industrial Marketing
- Industriell marknadsföring
Publikations- och innehållstyp
- ref (ämneskategori)
- kon (ämneskategori)
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