Consumers’ Support for Small Brands Through Positive Electronic Word of Mouth
Flaswinkel AM (Accepted)
Association for Consumer Research Conference (ACR).
Konferenzbeitrag
| Angenommen | Englisch
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Einrichtung
Abstract / Bemerkung
While brands seek to become big in terms of market share and awareness, we show that increasing brand size negatively affects electronic word-of-mouth valence. This effect is driven by a stronger desire to help small brands and a perception of increased directness when sharing opinions about small brands.
Stichworte
eWOM;
consumer behavior;
reviews
Erscheinungsjahr
2022
Serien- oder Zeitschriftentitel
Association for Consumer Research Conference (ACR)
Konferenz
ASSOCIATION FOR CONSUMER RESEARCH CONFERENCE (ACR)
Konferenzort
Denver, Colorado U.S.
Konferenzdatum
2022-10-20 – 2022-10-23
Page URI
https://pub.uni-bielefeld.de/record/2966773
Zitieren
Flaswinkel AM. Consumers’ Support for Small Brands Through Positive Electronic Word of Mouth. Association for Consumer Research Conference (ACR). Accepted.
Flaswinkel, A. M. (Accepted). Consumers’ Support for Small Brands Through Positive Electronic Word of Mouth. Association for Consumer Research Conference (ACR)
Flaswinkel, Anne Mareike. Accepted. “Consumers’ Support for Small Brands Through Positive Electronic Word of Mouth”, Association for Consumer Research Conference (ACR), .
Flaswinkel, A. M. (Accepted). Consumers’ Support for Small Brands Through Positive Electronic Word of Mouth. Association for Consumer Research Conference (ACR).
Flaswinkel, A.M., Accepted. Consumers’ Support for Small Brands Through Positive Electronic Word of Mouth. Association for Consumer Research Conference (ACR).
A.M. Flaswinkel, “Consumers’ Support for Small Brands Through Positive Electronic Word of Mouth”, Association for Consumer Research Conference (ACR), Accepted.
Flaswinkel, A.M.: Consumers’ Support for Small Brands Through Positive Electronic Word of Mouth. Association for Consumer Research Conference (ACR). (Accepted).
Flaswinkel, Anne Mareike. “Consumers’ Support for Small Brands Through Positive Electronic Word of Mouth”. Association for Consumer Research Conference (ACR) (Accepted).
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